See how T-Mobile leveraged Deluxe solutions and expertise to relaunch their Metro brand nationwide.
Founded in 1990, T-Mobile is an international telecommunications company headquartered in Germany. Its wireless network is the third largest in the United States. In 2013, T-mobile acquired MetroPCS, which at the time was the fifth largest telecommunications network in the country. After operating somewhat independently after the merger, the two brands cemented their relationship in 2018. That year, T-Mobile announced it would re-launch the MetroPCS brand as Metro by T-Mobile.
Rebranding Brings New Considerations
The move to rebrand was made, in part, to place a larger emphasis on MetroPCS’ use of T-Mobile’s network. The re-launch introduced new unlimited plans offering bundled features such as Amazon Prime subscriptions and Google One storage.
With about 18 million users at the time of the rebrand and its subscriber base spreading into roughly 100 US markets, the company would need extensive merchandising support for its retail locations across the country. Updated banners, posters and other branded materials featuring the new name would be required.
Partnering to Work Efficiently and Effectively
Because there was a seventeen-year relationship between MetroPCS and USFI in Dallas (now Deluxe Branded Marketing), finding help was a breeze. Deluxe already had an intimate understanding of the MetroPCS business and its retail environment. In addition, there were established personal working relationships and work processes, which made efficient and clear communications possible.
In an environment of higher-than-typical work volume and quicker-than-normal timelines, this established relationship proved essential. Working with Deluxe Branded Marketing allowed for fast planning, design, production and delivery.
By October 3rd, 21,000 merchandising kits were shipped to 11,000 retail locations, meeting the aggressive launch schedule and rebrand.