T-Mobile’s 55+ campaign unearthed customer insights and dispelled ageist stereotypes to get at the heart about what mattered most to this market segment. Research showed that older Americans are very active, love travel, and heavily stream entertainment. In short, they needed a carrier who gets them. This campaign launched with refreshed creative, messaging and rate plan that included international calling, music streaming, and unlimited data at no additional cost. The message was broadcast across national and local media channels to drive awareness and conversion.  I led the integrated strategy and planning to lead the cross-functional team to bring the campaign to life.