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Presented byWasserman Media Group

09.02.10

Valentine’s Day Window Recommendation

2Confidential and proprietary information of T-Mobile USA

Our recommendation establishes T-Mobile as the place to purchase affordable smartphone gifts that help keep families connected during the Valentine’s Day window and beyond.

Drive activations of T-Mobile smartphones.

Establish T-Mobile as the champion of families.

Create a clear point of differentiation for T-Mobile.

Objectives

3Confidential and proprietary information of T-Mobile USA

During the Valentine’s Day window, the Value Conscious Family seeks to surprise their loved ones with personalized yet affordable gifts that keep them connected.

TargetValue Conscious Families with focus on adults

Accepted Consumer BeliefBecause staying connected with my family is important, I need to get a smartphone at an affordable price that shows my loved ones how much I care on Valentine’s Day.

Consumer BenefitT-Mobile’s affordable smartphones allow me to instantly connect with my loved ones through video messaging and 4G speeds.

Reasons to BelieveOnly T-Mobile provides me with a hassle-free way to surprise my loved ones on Valentine’s Day with affordable, personalized smartphones.

Strategic Framework

4Confidential and proprietary information of T-Mobile USA

The economy has forced consumers to rethink their gift giving practices for Valentine’s Day and while they continue to spend, they are digging deeper into their hearts, not their wallets.

Consumers this year are looking to purchase more thoughtful and personal gifts for the people who mean the most to them.

Personalized items transform everyday gifts into ones of thoughtful contemplation.

Consumer Insights

5Confidential and proprietary information of T-Mobile USA

While traditional gifts such as flowers and candy remain popular choices, VCFs also seek modern ways to stay connected and show their loved ones how much they care.

Personalized tech gifts are proving successful as long-lasting and heart-felt gestures that allow consumers to stay connected.

Love Tweets, Facebook messages, mobile videos and texts are beginning to replace greeting cards as a form of communication.

Consumer Insights

6Confidential and proprietary information of T-Mobile USA

With limited time and budgets, the Value Conscious Family will do most of their Valentine’s Day shopping for loved ones at the last minute.

Most Valentine’s Day shopping, both at retail and online will be done during the two weeks leading up to Valentine’s Day.

60% of Valentine’s Day sales come on February 12, 13 and 14.

Last minute shoppers are happy to pay rush shipment fees on delivery services to ensure gifts arrive by Valentine’s Day.

T-Mobile understands the needs of the last minute shopper and provides a hassle-free way to help them with their holiday gift giving.

Target Behaviors

Confidential and proprietary information of T-Mobile USA

T-Mobile will treat consumers this Valentine’s Day, providing hassle-free ways to surprise loved ones and keep families connected.

The Opportunity

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Big Idea:Surprise your loved ones and stay connected this Valentine’s Day.

.Calendar Event Offer:Buy one smartphone and surprise your Valentine with another personalized smartphone free from T-Mobile when you sign up for a family plan. T-Mobile will also help you personalize the device and deliver the gift directly to your Valentine on February 14th with your choice of flowers, candy or cookies from FTD Florist.

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Confidential and proprietary information of T-Mobile USA

This Valentine’s Day, T-Mobile connects families and provides them with uniquely personalized ways to express how much they care.

Recommended Activation

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Partnership Calendar Event Offer

Digital Integration Online / Social Media

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Confidential and proprietary information of T-Mobile USA

Partnership with FTD Florist allows T-Mobile to treat consumers with both traditional and modern Valentine’s Day gifts.

Surprise your loved ones and stay connected this Valentine’s Day!

When consumers buy one smartphone, they can personalize and send another directly to their loved ones on Valentine’s Day.T-Mobile will help you personalize your gift

Create a personal Valentine mobile video message that your loved one will see when they turn on their phone

Download specially themed Valentines applications

Select your choice of Valentine’s Day gift wrapping for the gift

T-Mobile and FTD will deliver the gift directly to your loved one with your choice of flowers, chocolate or cookies on Valentine’s Day*

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Calendar Event Offer

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*Purchases made on Feb. 13-14th can still be personalized, but delivery will not be included.

Confidential and proprietary information of T-Mobile USA

T-Mobile allows consumers to connect with their brand and show their loved ones (along with millions of others) how much they care this Valentine’s Day.

Surprise and connect with your Valentine through mobile video messages aired digitally in Times Square.

Create mobile video Valentine messages and submit by logging on to the T-Mobile Facebook page.

The best submissions will be run in between T-Mobile media messaging on a massive live video screen in Times Square.

Participants are notified of their Valentine moment via email with a link which allows them to view the video message as it runs on the Times Square Billboard and a link to share it with friends via Facebook and Twitter.

Digital Integration

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Confidential and proprietary information of T-Mobile USA

T-Mobile can capitalize on the influence of social media and themed content to help consumers surprise each other on Valentine’s Day.

FacebookUpload a mobile video message to your Valentine and you could surprise them by having it air to millions of people in Times Square.

Download the Valentine’s Day application and surprise all your friends with a customized e-card or personalized greeting.

Consumers can send directly to their loved one’s email or upload on their Facebook page.

“Like” T-Mobile and receive special discounts and offers.

TwitterFollow T-Mobile on Twitter, and consumers can send specially themed T-Mobile sweet tweets to their loved ones.

Tweets include Valentine’s Day window message.

Online / Social Media

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Confidential and proprietary information of T-Mobile USA

The Valentine’s Day digital integration and social media platforms will launch in mid January, driving awareness for the offer launch on January 31st.

January FebruaryProgram Calendar

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Offer launch: Offer ends:January 31th February 14th

Calendar Event Offer

Digital Integration

Social Media

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The Valentine’s Day program will generate impressions through many avenues of execution.

Program Summary

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Program Component

Integration Estimated Impressions

Calendar Event Offer

Estimated activations of personalized devices (BOGO with 2 yr. service)

+200,000

Digital Integration

Submissions that will air to 1M people daily along with brand messaging for 30 days

+30,000,000

Facebook/ Twitter

Utilize Facebook and Twitter to highlight promotion, drive brand awareness and participate in Mobile Video Uploads

+200,000

Confidential and proprietary information of T-Mobile USA

Program budget for Valentine’s Day window is scalable based on final negotiation of all elements.

Budget

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Program Element Estimated Budget

FTD Partnership (Partnership fees, shipping fees, wrapping and cost of GWP products)

$3M

Digital Integration(contingent upon separate media commitment)

$750K

Social Media (Build and Activation)

$750K

Contingency $450K

Total $4.95M

Confidential and proprietary information of T-Mobile USA

Decisions for the Valentine’s Day window need to be made to advance negotiations with partner and secure final budget.

Gain alignment on window proposal by 10/1.

Secure partnership with FTD by 10/29.

Confirm final budget and secure funds by 11/19.

Next Steps

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Confidential and proprietary information of T-Mobile USA

Appendix

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Confidential and proprietary information of T-Mobile USA

Customer Flow

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Execution of gift delivery through FTD can be facilitated through a fulfillment house in order to alleviate workload being placed on retail sales representatives.