"Behold The Majesty of Dum"
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, 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.
