The Break up Letter

Client: T-Mobile
Project: Experiential Digital, Social Campaign
My Role: Sr. Art Director, UX/UI Design
Big Fuel NY, 2015

When T-Mobile announced they were paying early termination fees for anyone who dropped their current carrier and switched, we had an idea to let disgruntled customers twist the knife a bit. The Break Up Letter gave users a way to literally break up with their old carrier. A few quick, cheeky survey questions and they got a customized Break Up Letter that could be easily sent to their ‘Ex’ with a click of a button. Over 150,000 letters were created resulting in 67 million impressions before we got a cease and desist.