Ad agency WDCW was selected as an advertising partner for new wireless brand GoSmart Mobile. WDCW is already a roster agency for T-Mobile USA, which launched GoSmart in February, handling retail and in-store advertising. For GoSmart, WDCW delivered a campaign to raise awareness around the need to combat DUM™ hidden wireless fees, roaming charges and overly complicated annual contracts.
GoSmart approached several agencies to bid on this business, and WDCW was selected based on a creative strategy and rollout program focused on reaching the cost-conscious mobile consumer. The campaign centers around the tagline 'GoSmart Not DUM,' with 'DUM' representing hidden fees that limit customers' mobile plans.
The campaign was introduced online via NO DUM (below), a short that showcases the inane things that people do to get attention on the Internet -- in contrast to the smart options available through the GoSmart plan. The video is part of a multi-tiered strategic plan to help roll out this program online via www.GoSmartMobile.com and through in-store executions at thousands of dealer stores across the United States.