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? A marketing case study from the now defunct agency Karmamedia.

1. WiseGuys
A T-Mobile case study

2. Thechallenge
How to keep a client happy in the age of
toomanysmartdevices and too many
data and voice plans?
How to make sure they get the verybest
combination for their needs?

3. OurAnswer
Don’tjustsell phones and plans.
Becomeatrustedadvisor and help the
clients enjoy the best experience.

4. OurStrategy
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.
01
02
03

5. 01Recruitment
Wise Guys have to be smart,polite,openand
up-to-date. Howtofindthem? On Facebook!
Facebookapplication: test your knowledge and
upload a video featuring yourself talking about
smartphones in a non-technical way.
It’salsofun, mimicking a role-playing game.
With 5000+ participants, onlythebest0.8%
were selected (40 people).

6. 02ANewShoppingExperience
Wise Guys are supporting customers
in20stores countrywide.
Their mission is to explain in a human,
non-technicalway what smartphones
and tablets are capable of.
They helpchooseandsetup the
device (settings, applications,
messaging, etc).

7. 02ANewShoppingExperience

8. 03BecomingAThoughtLeader
The MobileWiseGuysblog is a publication to
cover new products, useful apps and emerging
technologies.
It runs on T-MobileHungaryFacebook page and
attracts tens of thousands of readers every month.
It’s also available for iPhone,Android,WP7,WP8
andBB10 devices.

9. 03BecomingAThoughtLeader

10. +1GoLarge
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 thelargestthoughtleadership
initiative in the company’s history.