Choose speciality channel:   Choose sector channel:     Search the site

Case Studies


A Big Night in with T-Mobile

A Big Night in with T-Mobile


In the summer of 2010, Brands2Life was challenged with launching T-Mobile’s new customer loyalty scheme - Night In - a movie and game rental offer with Blockbuster.


It was twofold: drive widespread awareness for Night In and encourage submissions to the accompanying UGC advertising campaign via T-Mobile’s YouTube channel. The campaign also had to adhere to T-Mobile’s creative principles for its iconic ‘Life’s for Sharing’ campaigns, which included the famous Liverpool Street Station ‘Dance’ and Trafalgar Square ‘Sing’. The execution needed to inspire and encourage participation, be unmissable so that those not involved wished they were. T-Mobile was also looking for an ambitious, audacious campaign done on a scale which meant as many people as possible could take part. In addition, we needed to find a way a vehicle that would communicate the campaign’s multiple messages, namely:

1.) The details of the Night In offer – T-Mobile customers can get 5 things – two movies, a game and a movie plus three snacks - for £5 from Blockbuster

2.) The ad concept - T-Mobile customers can star in the company’s latest TV ad

3.) How to get involved – film an invitation to a night in and upload to YouTube Strategy and plan We wanted to create a simple vehicle for these complex messages and one that would deliver both media buzz and customer participation.


At the heart of thecampaign idea was the item that’s inextricably linked to an evening at home with a DVD: a sofa. But the sofa we created was no ordinary piece of furniture. A giant T-Mobile pink settee - almost as big as a double-decker bus – was commissioned to be the centre-piece of a series of experiential events / picture stories.

Brands2Life tracked down the prop company behind Dr Who to build a sofa measuring 7 metres wide by 5 metres high which was erected in London’s Covent Garden. The sofa mechanic delivered on a number of levels:

• An attention-grabbing device for media that would serve-up visual branding in photographs

• A spectacle to create buzz and interest

• An engagement mechanic whereby the sofa became a ‘casting couch’ so people could climb aboard and film an audition for the advert

The event was teased on Facebook with images posted of the sofa in various stages of construction and was pre-publicised on what’s on websites and via T-Mobile’s Facebook, Twitter and YouTube venues.

The morning of the event saw girl group of the moment, The Saturdays, climb on the colossal couch for a photo-call attended by over 30 photographers. The sofa was then opened up to the 100,000 people who passed through Covent Garden with people queuing throughout the day to audition and film an invitation to their night in.


103 pieces of coverage, saturating the nationals with pieces appearing in the Daily Mirror, Daily Star, The Guardian (picture of the week), Mail Online, Telegraph Online and Metro Online. Broadcast coverage included Capital FM, Heart FM, Live at Studio Five and Living TV and the story was also covered by lifestyle media such as OK!, Star, Now and Heat. Night In messaging came through loud and clear with the Mail Online piece featuring no fewer than six T-Mobile Night In mentions – including the headline – and featured the call to action to get involved in the ad campaign.

• Over 150 auditions were filmed on the Big Sofa, with one auditionee being selected to star in a TV ad • 193 million opportunities to see • Advertising Value Equivalent of £414,000

• Return on investment for T-Mobile of 102%

• Helped to deliver 222,000 redemptions of Night In vouchers during the campaign period

coupon for viagra coupon for viagra coupons viagra
free prescription drug discount card discount drug coupons free viagra coupon
drug coupons transfer prescription coupon pet prescription discount card
coupon for free viagra site prescriptions coupons
free discount prescription cards internet drug coupons online viagra coupons
can i take antabuse and naltrexone can i take antabuse and naltrexone can i take antabuse and naltrexone
free prescription drug cards free cialis coupons
discount prescriptions coupons printable coupons for cialis
late abortion abortion pill procedure when is it too late to have an abortion
prescription coupon card open prescription savings card
bystolic coupons for free site when will bystolic go generic
gabapentin and hydrocodone high gabapentin and hydrocodone high
bystolic manufacturer coupon site bystolic coupon 2014
levodopa carbidopa entacapone bioequivalence carbidopa levodopa entacapone combination
renova open renovation vejle
free cialis coupons cialis coupons from lilly
priligy hinta priligy 60 mg priligy 60 mg
what is abortion pill cost of medical abortion how do abortion pill work
lamisil para que sirve lamisil
printable coupons for cialis cialis discount coupons cialis coupons 2015
abortion pill online first trimester abortion pill low cost abortion pill
abortion ethics abortion cons abortion clinic locations
facts on abortion dealing with abortion where to do abortion
naltraxone revia reviews
will naltrexone show on a drug test naltrexone reviews alcoholism
generic naltrexone site naltrexone for anxiety
naltrexone for multiple sclerosis user reviews naltraxon
naltrexone food addiction naltexone

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.