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T-Mobile invests £10m in cross-media campaign to back new tariff

LONDON - T-Mobile is investing £10m in a new campaign to promote its flexible tariffs and will feature the first interactive TV ad made for Freeview.

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With advertising created by Saatchi & Saatchi, the campaign due to air in April will feture the strapline "the world's not so rigid any more".

The £10m budget is being spent across television, radio, print, online, outdoor and cinema. It backs the launch of T-Mobile's Flext tariff, which the mobile telecoms giant says will attract rivals' customers as well as encourage pre-pay users to trade up.

The new tariff lets users agree to a certain billing level, which can then be used across phone calls, texts or picture messaging. T-Mobile has devised the technology to automatically check customers' bills every six months to see if they are on the most appropriate plan.

Paul Chapman, marketing director of T-Mobile UK, said that the tariff had been devised because of research showing that people were frustrated with plans that saw them leaving money on the table because they had not used enough of their texts or minutes, but being charged for overrun on other services.

Chapman said: "T-Mobile genuinely wants the individual to get the most out of their mobile phone. Flext is the latest price plan we have launched.

"This campaign will demonstrate to customers that they can be as happy with their contract after six-plus months as the day they signed up. This is a plan which constantly adapts to our customers needs."

He denied that the £10m spend would be wasted as soon as rival mobile companies launched me-too products, saying that the technology to deliver Flext would not be easy to copy.

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