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T-Mobile ‘Sing’ Experiential Campaign

T-Mobile ‘Sing’ Experiential Campaign

Best practice froim the TRO Group.

As part of its ‘Life’s for Sharing’ brand campaign, T-Mobile UK created a series of consumer-led advertising campaigns capturing the essence of ‘Life’s for Sharing’.

In January 2009 T-Mobile launched the advertising campaign, “Dance”. Liverpool Street Station came alive as unsuspecting commuters were asked to join in and share a Dance Extravaganza.

The second execution “Sing” followed in May with the same focus on spontaneity, authenticity, participation and memorable moments through the snowball effect of emotional and physical connection.

Objectives & Challenges

TRO was asked to deliver a communication strategy introducing the ‘Sing’ concept to T-Mobile employees and partners, involving them in both the creation and implementation of the advertising campaign.

This approach aimed to give employees ownership and some direction of the execution in order to build a strong sense of pride and drive advocacy of T-Mobile products and services.

Our ultimate objective therefore was to create a sensational internal event to bring “enriching memorable moments” to life, in-turn watching the positive reactions of internal staff develop naturally.

A major challenge was the implementation timeframe.  TRO had three weeks from brief to deliver an experience to over 6,000 T-Mobile employees and service partners at the company’s Head Office, 300 retail stores and contact centres across the UK.  A concept with a quick production turn-around was therefore mandatory.

Mindful of the audience, TRO also recommended a highly integrated experiential and digital campaign.  A further challenge was met when integrating existing IT processes with the campaign ideas.


Ours was a two-phase approach:
1. Tease and intrigue employees pre-TV ad to build awareness and advocacy
2. Share full campaign details with employees post-TV ad  to complete the awareness process

Activity was to be delivered in a current, relevant and memorable manner in order to excite employees and encourage word of mouth amongst their own friends and family.


In the first phase of the campaign, TRO set-up karaoke-style singing booths in communal areas of T-Mobile offices and customer centres.  Here, staff were encouraged to star in their own ‘music video’, recorded on mobile phones and posted onto a dedicated You Tube style website:

Employees from around the business were then encouraged to vote for their favourite entry, with winners receiving a VIP trip to London to star in the ‘Sing’ advert.

Further touch-points including ‘singing hair brushes’ in the toilets and spontaneous outbreaks of song in the staff canteen, helped to broaden awareness in a fun, memorable experience.

The website itself was designed with T-Mobile branding and coded to only allow T-Mobile staff access rights.  This involved an intense period of IT integration to allow employees to view the site successfully, avoiding any existing IT restrictions.

The site included details of the competition prize, timescales, video entries and the entry method.  Within the site employees could load their entries, place their votes for the best performer and post comments on the video clips.

Once the TV advert had launched, T-Mobile employees returned to their place of work to find the karaoke booths had been transformed into viewing pods, complete with sofas and popcorn, where they could watch the advert and additional footage from the event at their leisure.


The activity exceeded all initial expectations:
• An incredible 3,848 people (over half the total number of employees) visited the site at least once
• In total they visited 9,477 times
• New visits accounted for 40.56% of visits
•  59.44% returned to view new content and keep track of the competition
• There were 119,225 page views
• Average time on the site was 5:57 minutes which shows that people were interested and engaged without being distracted
Michelle Jenkins, Internal Communications Business Partner commented: “These results clearly show that in terms of participation and interaction, the campaign was a huge success. The results really are fantastic.”

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