T-Mobile: The Break Up Letter

Tell Your Carrier to Hit the Road In 2014 T-Mobile announced it was going to pay the termination fees for any customer defecting to the Un-Carrier. What better way to announce you are leaving a zero and getting with the hero than with a break up letter? How about a fun, customized, sharable break up letter? So that's just what we created; part quiz, part therapy session, all social interaction. The Break Up Letter is T-Mobile's highest performing social campaign to date which spawned two sequels, another one for consumers and one geared right towards T-Mobile's new business customers.