The mobile phone giant abandoned the One 2 One brand name when it joined forces with German, Austrian, Czech and US subsidiaries of Deutsche Telekom under the T-Mobile banner.

The huge UK direct mail campaign aimed to boost awareness among all One 2 Ones existing 9m customers, both of the rebranding and new services such as a planned picture messaging service to be launched in June.

Our existing customers are very valuable to us so we wanted them to know first-hand about the service. IPS handles all our data-driven marketing and has our customer details, said T-Mobile direct marketing manager Mark Williamson.

IPS won the contract over a year ago and sent out 9m mail packs with up to 100 different items for the launch.

We sent out two very large mailings three weeks apart, with additional segmented marketing literature. Because of the volume involved we used a number of UK mailing houses, said IPS sales director Matthew Stevens.

IPS also sourced all the stationery for the mail packs and worked closely with design agencies behind the artwork. Weve got two of our staff based in the T-Mobile offices, said Stevens.

T-Mobile UK is IPS largest client. It numbers a few end-users among its clients but mostly works with agencies.

Story by Anna Clarke