T-Mobile - The Breakup Letter

T-Mobile needed a digital campaign that would effectively launch their new effort to pay off the early termination fees of anyone who switched over to them from another big carrier. The creative team at Big Fuel came up with The Breakup Letter, a digital tool that would allow you to fill in a short survey and then send an expertly crafted breakup letter directly to your current mobile carrier via social media. I collaborated with the team to successfully pitch the concept to our T-Mobile clients, build and implement the platform, and compose all of its associated copy. The Breakup Letter was wildly successful, with over 30,000 letters being generated by users, and multiple award nominations.

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