T-Mobile Device Protection
When customers of T-Mobile buy their new device, they are prompted to sign up for phone insurance. Most of the time, people don't follow through with it. These messaging strategies are designed for two segment audiences after they leave the store, in a last attempt to show them that phone insurance is worth the hype.
Risk Audience
“I don’t want phone insurance, because I’m careful with my phone. I won’t lose it, drop it, get it stolen, etc.”
Password: whoops
Password: money
Cost Audience
“Phone insurance is too expensive. I don’t want to waste money on it if I won’t need it.”
Copywriter: Grace Gabel // Art Director: Dusty Rockets