Metro by T-Mobile
Nada ‘yada yada’ for Metro by T-Mobile customers
Challenge
People see all prepaid wireless brands as the same — full of contracts, surprise fees, in a shifty business they cannot trust. What we call Yada Yada. To drive customer growth, Metro by T-Mobile sought to reclaim its value leadership position as a brand built on doing business with no BS.
Insight
‘Yada Yada’ isn’t just a nuisance; it’s disrespect. Prepaid customers are “Outsmarters” — taking pride in besting a system that’s often designed to take advantage of them. Their biggest fear is being treated like a second-class citizen. So, any gotcha from a prepaid carrier? That’s a personal offense.
Solution: Commit to overserve with Nada Yada Yada
We launched “Nada Yada Yada” as a memorable and catchy expression of Metro’s value proposition: no hidden fees, no annual contracts, and no surprises. Not just a tagline, but a commitment to over-serve and a promise to fight all the Yada Yada in the category that our consumer hates.
Results
- 6 consecutive months of consumer sign-up growth.
- 5% lift in brand recognition scores.
- 20% increase in consideration from key growth segments.
- 50% web traffic increase.
