This campaign from T-Mobile and Saatchi and Saatchi won a Bronze in the Titanium & Integrated category at Cannes Lions 2009.
The nation was in the depths of winter and recession, making many people sensitive about corporate insincerity and dishonesty. In this climate, T-Mobile had to launch a new campaign. One that people could believe in and trust. One that would make people feel good about the brand.
So we couldn’t just tell people T-Mobile’s new philosophy, we had to prove that, ‘Life’s for Sharing’. By doing so, we had to add another 143k customers.
We decided to create a live event so memorable that people just had to share it. The event had to be big enough so that the reaction from the general public, TV journalists, press journalists, bloggers, radio call-ins, copy-catters and online tributes, would become a major part of the multimedia campaign.
One amazing moment was not only shared with people who were there, but shared with the world through a variety of different media. Because Life’s for Sharing.
At 11am on January 15, 2009 a single commuter started dancing. Moments later hundreds more joined in, including hundreds of genuine members of the public. Everybody there enjoyed a moment worth sharing.
The live event was reported by six TV news stations, including ITV news and London Tonight. They even reported the launch time for the commercial.
Fourteen national, local and regional newspapers, including The Times, The Guardian and The Sun (who described it as ‘an epidemic of joy’) reported it.
Nineteen regional radio stations, including BBC London, LBC & Heart, shared it. The event aired, in a full length commercial break. Rushes were re-cut for brand and product TV, digital outdoor, online advertising, radio ads, Print & Poster, direct press and retail P.O.P.
A branded YouTube channel was created where people could learn the dance, add their faces to it, watch the many tribute dances from both the public and celebrities.
It had a staggering 13 million hits on YouTube, and counting. The 12th most all-time viewed in the Entertainment category on YouTube (UK). There are 43 Facebook groups, the largest with over 4,500 members.
It’s the most viewed commercial in the last 365 days on ViralVideoChart.com 2,500 blogs shared it with the world. The T-Mobile YouTube Channel is the UK’s second most subscribed channel ever.
National T-Mobile stores enjoyed record breaking footfall. The number who think of T-Mobile as their number one provider has tripled. T-Mobile had the lowest cost per response, ever. T-Mobile’s cost per acquisition declined by 24%.
In a recession, T-Mobile had a 52% increase in sales from last year. 80% of these customers were the intended top end of the market, who spend more than £30 a month.
It was re-enacted around the country, from a flash mob of 1300 people to a couple’s first wedding dance.
See the TV advert below.
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