Ad Track: T-Mobile touts 'myFaves'

Many of the 230 million cellphones being used in the USA today are equipped to handle text messages, take photos and access websites. But when it comes to marketing, phone companies haven't moved far beyond AT&T's famous pitch, "Reach out and touch someone."

There's good reason for that: "Phone calls are still considered the killer application and the crux of their business," says Rhonda Wickham, editor of the trade publication Wireless Week.

To capitalize on that fact of phone life, T-Mobile introduced its "myFaves" calling plan last fall. Although it costs about $10 more than the basic plans, it lets subscribers place as many calls as they wish to their five favorite people on or off the T-Mobile network - including land lines - with no additional charges.

"Our new brand message for T-Mobile is, 'Stick Together,' " says David Beigie, a T-Mobile USA spokesman. "It helps us focus on people connecting with important folks in their lives."

Alltel introduced a similar service a year ago with its "My Circle" plan. It lets subscribers make cell-to-cellphone calls to 10 people on or off the Alltel network.

T-Mobile research found that 65% of calls on wireless sets go to five people. In addition, "We were hearing from people that they don't want to worry if it's all the same network," Beigie says. "They said they want a network built around 'me.' "

Consumers seem to like myFaves.

"It's had the fastest adoption rate of any service we've offered," Beigie says. "And it increases calling in general."

But the ads by Publicis West to promote the plan don't appear to be as well received.

One shows a man calling his "Fave5" just before he streaks through a stadium.

Another captures basketball stars Dwayne Wade and Charles Barkley discussing their Fave5 lists. Barkley says he doesn't need to be on one because everyone knows him. But then a waitress goes ga-ga over Wade, and doesn't recognize NBA Hall of Famer Barkley.

A third ad shows a man who discovers that his girlfriend and roommate are having a fling. He figures it out when he sees that his girlfriend is listed on his buddy's Fave5 list and when she calls, his phone plays the song Secret Lovers.

"We wanted to take everyday situations with buddies," Beigie says. "Some are over the top and zany, but they are illustrated to demonstrate how the phone is central to your life."

But only 15% of people who are familiar with the spots say that they like them "a lot," compared with the average of 22% who give that answer for other ad campaigns, according to USA TODAY's Ad Track survey.

Some 17% of women say they like the ads, vs. 12% of men who did. And 7% say they dislike the ads a lot.

T-Mobile's new advertising and marketing replaced a longtime campaign with spokeswoman Catherine Zeta-Jones.

"Catherine was awesome, and a great representative for the brand," Beigie says. "Our business probably doubled during her time with us since 2002." Now, he adds, the goal is to "help people relate to everyday situations where they pick up their wireless to call or text - and stay connected."