A story is only as good as its subject. Well, that and the actual writing. This longform article had both elements. Nearly 700 words tell the story of how T-Mobile’s Phoenix Field Operations team took on a mighty task: prepping the desert airwaves for a massive uptick in cellular service during a week that hosted two massive spectacles, one being the big game (we can’t say Super Bowl—oh, whoops).
The story and accompanying video segment proved to be a massive hit within the confines of T-Mobile’s enterprise news page, garnering more than 5,000 views and 56 comments in the first week of publication. For context, various executive leaders, who will remain nameless out of respect, penned big game articles the same week that received 15-20% of my article’s traffic.
Internal corporate events are a daily fixture at a fortune 50 company like T-Mobile. And I’m the one tasked with getting people to experience them. Here’s an example of a multipurpose (physical and media) ad aimed at hyping up a third-party robot barista.
The challenge was coming up with a quick and colorful message that stood out from the crowded halls of our T-Mobile campuses, and this was our answer. Flashy magenta paired with simple copy that includes the when and the where. The product sells itself; free coffee delivered by a robot? Yeah, no more needs to be said. And so I said it, and sold it, with brevity.
The quick campaign prompted hundreds of curious coffee-heads to the exhibit for their daily dose. A well received result and happy business partner on a budget. Mission accomplished.
The Advanced & Emerging Technologies team is a small but mighty entity within T-Mobile. Their job is basically to show off the cool tech leveraged by the company’s superior service.
In an effort to boost internal visibility across the enterprise, the team had me conceptualize an awareness campaign from scratch. Anything I wanted. Yes!
The result was an innovative take on the idea box concept that I called Un-box. Give us your concepts, no matter how far-fetched, as long as you can provide a statement of proof that the concept can actually be created. With buy-in from leadership and a head full of steam, we came up with a four-quarter calendar to introduce Un-box to the T-Mobile universe.
Ideas are still marinating.
A snapshot of the Un-box campaign SharePoint landing page. Design and copy by me.
Once upon a time I was a home and garden expert.