T-Mobile, the 4th largest wireless carrier in the U.S. lauched the "MyFaves" campaign a few years back, which allows you to talk to any five people (the "Fave Five") of your choice for as much as you want at a flat rate.
The campaign was based on the research finding that most customers call the same five numbers 65% of the time, thus tapping into the fundamental value proposition of mobile phones---getting in touch with people whom you are close to whenever and wherever. It also shows that the mobile business in U.S. at the time was more focused on voice calls rather than data, a quite different picture as compared to Japan.
An interesting part of the campaign was that it featured a series of TV commercials starring the NBA young superstar Dwayne Wade and NBA legend Charles Barkley, with Wade trying very hard to get into Barkley's “Fave Five”.
I selected a few funny ones from the series to show you here, please enjoy.
In this last video, Wade finally got into Barkley's "Fave Five", but as it turns out, this may NOT be what he wanted after all......
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