• by Aaron Baar , May 5, 2015

Continuing its tradition of directly tweaking its competitors, T-Mobile is turning Verizon Wireless’ new “Never Settle” campaign into a rallying cry for its own brand. 

Using the line “Never Settle for Verizon,” the country's fourth-largest telecom is launching a new program that allows Verizon customers the opportunity to temporarily port their current wireless number to a T-Mobile smartphone for a two-week trial, during which time they can keep their old Verizon phone. After the trial, customers who opt to switch to T-Mobile will have their early termination fees paid. Those who don’t will be able to return to Verizon with T-Mobile paying the trial costs and start-up service costs. 

“We are working hard to make wireless better for everyone and un-do everything the carriers have done,” a company representative tells Marketing Daily via e-mail. “We want to make wireless simpler and fairer for all Americans. The ‘Never Settle Trial’ gives Verizon customers a completely risk free way to give T-Mobile a try and see if it’s a fit.” 

Although T-Mobile has offered network trials with its T-Mobile test drive (a seven-day trial using a loaned iPhone5s), the “Never Settle Trial” is the first that allows customers to use their current numbers using any phone T-Mobile carries.

The “Never Settle Trial” begins on May 13, and Verizon customers can sign up for it through May 31. To promote the initiative, T-Mobile is launching a new ad campaign (and the hashtag “#neversettleforVerizon”) highlighting the differences between Verizon and T-Mobile experiences, such as unlimited data, paying for data overages, two-year contracts and a “slower network.”

“Verizon’s ‘Never Settle’ ads are the height of hypocrisy,” says the representative. “Verizon urges customers to #NeverSettle all while asking them to settle for a slower network, limited data, overages, having their unused data taken away, inflated international charges and so many more trade-offs. Verizon seems to believe their customers should be happy paying more money for a worse experience.”