MyFaves

• Art direction and
• Interface design

T-Mobile operates in a fiercely competitive industry and constantly needs to keep innovating propositions in order to keep moving forward. MyFaves was launched at the end of 2007 allowing customers to call the five people that matter most to them at reduced rates, no matter what network they were on.

The brief of the MyFaves project was to create a micro site to support the MyFaves above the line campaign. Primarily we needed the site to inform potential customers what the price plan was, how it worked and to provide a mechanism in which the user could select a phone/package all the way through to checkout. The micro site also needed to provide a viral element that would help promote the MyFaves proposition in an organic way.

Because MyFaves was such a big proposition extensive research carried out on the target demographic to establish the most effective metaphor in which to communicate the essence of MyFaves to the user. This metaphor manifested itself in the form of an inner circle of trust. A human ball - of all things - was chosen to be the tangible communication device to drive this concept through, which with the micro site, was also rolled out through television/cinema adverts and 6 and 48 sheet posters.

Once we understood the demographic and the concept in which to drive the proposition through we went into full interaction design mode to craft the micro site. We typically started off with requirements gathering, rough ideas sketched out and a round of paper prototyping. It was important we got the information flow correct because we were asking the site to perform several different functions. We also naturally needed to drive awareness of MyFaves campaign which was done through the ususal above the line channels. We also comissioned the award winning New York games company Smerc to develop a viral game for us to help drive organic exposure and campaign awareness.