Wise GuysA T-Mobile case study

The challenge

How to keep a client happy in the age of too many smart devices and too many data and voice plans?

How to make sure they get the very best combination for their needs?

Our Answer

Don’t just sell phones and plans.

Become a trusted advisor and help the clients enjoy the best experience.

Our Strategy

Set up a team of young, smart and enthusiastic college students called Mobile Wise Guys.

Send them to the stores and let them chat with customers and potential customers about plans and devices.

Launch a digital thought leadership initiative featuring the Wise Guys.

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01 RecruitmentWise Guys have to be smart, polite, open andup-to-date. How to find them? On Facebook!

Facebook application: test your knowledge and upload a video featuring yourself talking about smartphones in a non-technical way.

It’s also fun, mimicking a role-playing game.

With 5000+ participants, only the best 0.8% were selected (40 people).

02 A New Shopping ExperienceWise Guys are supporting customersin 20 stores countrywide.

Their mission is to explain in a human, non-technical way what smartphones and tablets are capable of.

They help choose and set up the device (settings, applications, messaging, etc).

02 A New Shopping Experience

03 Becoming A Thought Leader

The Mobile Wise Guys blog is a publication to cover new products, useful apps and emerging technologies.

It runs on T-Mobile Hungary Facebook page and attracts tens of thousands of readers every month. It’s also available for iPhone, Android, WP7, WP8 and BB10 devices.

03 Becoming A Thought Leader

+1 Go Large

T-Mobile is considering to pre-install the Wise Guys blog app on every Android and WP device they sell, reaching hundreds of thousands of customers, and creating the largest thought leadership initiative in the company’s history.