T-Mobile Officially Hints At New Marketing Campaign With Carly, “No More Mr. Nice Girl”

I’d say this all but confirms our own early info that T-Mobile is preparing a brand new marketing campaign dubbed “No More Mr. Nice Girl.” After last night’s YouTube tease, I told you to keep an eye on the leather outfit Carly had on as you notice that very same outfit in the image above. Carly and that motorcycle are going to make definite appearances in T-Mobile’s next set of commercials.

In a statement to All Things D, T-Mobile Senior Vice President Peter Deluca said:

“We’re working toward a brand refresh later in the year, we really can’t wait until the end of the year to make some noise in the market.”

T-Mobile hopes that Carly’s new image will do exactly that as T-Mobile plans to introduce the HTC One S with a new Carly ad. T-Mobile also says they plan to spend an extra $200 million to boost advertising spending as the new ad campaign debuts on television. DeLuca says T-Mobile will continue to spend a lot of dollars in other areas as well, including pre-roll ads on Hulu and takeover ads on YouTube.

Part of the new marketing will include a “Test Drive” web site, where T-Mobile believes it can show its devices can be faster the industry rivals, such as the iPhone. “We really want to set the record straight and say to the consumer they really should be taking a second look at T-Mobile,” DeLuca said.

In a statement to MarketingDaily Deluca went even further by saying:

“In any campaign, evolution is good from a creative standpoint. We felt this was a good time to step in and do something like this,” Peter DeLuca, senior vice president of brand, advertising and communications at T-Mobile, tells Marketing Daily. “We really needed to do something to get T-Mobile some [attention] right now.”

T-Mobile’s indicating the new set of commercials airing this week will show Carly going through a closet discarding magenta dress after magenta dress until she comes across the black leather motorcycle outfit. As Carly speeds down the roadway, the company hopes it signifies T-Mobile’s network speed and technological savvy.

“It sets up the new personification of her as our brand representative,” DeLuca says. “It brings out our challenger spirit. We always knew we had a competitive edge, and this is meant to express that.”

The new television campaign will kick off April 17th and run on all major TV networks during high-profile, prime-time programming. Print ads will also appear in national newspapers such as The New York Times. This campaign along along with T-Mobile’s planned 3rd quarter relaunch, is where T-Mobile believes it will spend $200 million in additional advertising this year.

“Clearly 2012, is a rebuilding year, there might have been some confusion among consumers as to what we stood for. And this gives the other side to T-Mobile, which is delivering on our network. “We need to shore up the fact that we’re a nationwide 4G network,” DeLuca says. “It’s time to set the record straight. We really want people to know T-Mobile is here.”

T-Mobile will drive customers to their website through the “Test Drive” website and hope they’ll continue to explore T-Mobile.com from there.

All Things D, MediaPost

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