When approached by Rok Mobile, a challenger mobile network that offers unlimited music streaming (with their own music service), unlimited data, messaging and voice, they wanted something that would be different than other mobile campaign positioning on the market.
We stopped them in their tracks. We discovered that while several other brands offered competing unlimited services, and most offered the same song catalog, they all approached mobile the same way: fun lifestyle campaigns, showing snake people doing fun lifestyle things. Or they touted the quantity of music they had, even though they all had more or less the same music.
One thing I learned from my time on Alltel, is that it's very hard to break through the network brand cache of the big guys. So chasing them with similar branding wasn't going to do anything.