T-MOBILE: T-Mobile 'Dance' Integrated Campaign

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Released:	June 2009
Advertiser:	T-MOBILE
Agency:	Saatchi & Saatchi London
Country:	United Kingdom
Category:	Commercial public services
Awards:	Cannes Lions 2009 Integrated Bronze
Tags:	Cellurar Operator Cannes Lions 2009

Credits:

Type of Entry: Titanium and Integrated
Title: DANCE
Advertiser/Client: T-MOBILE
Product/Service: T-MOBILE
Entrant Company: SAATCHI & SAATCHI London, UNITED KINGDOM
Advertising Agency: SAATCHI & SAATCHI London, UNITED KINGDOM
Creative Credits
Name Company Position
Paul Silburn/Kate Stanners Saatchi/Saatchi Executive Creative Director
Stephen Howell Saatchi/Saatchi Copywriter
Rick Dodds Saatchi/Saatchi Art Director
Ed Sayers Saatchi/Saatchi Agency Producer
Emma Wolanski Saatchi/Saatchi Production Assistant
Sarah Galea Saatchi/Saatchi Account Director
Gareth Ellis Saatchi/Saatchi Planner
Michael Gracey Partizan Director
Russell Curtis Partizan Production Company Producer
Tim Maurice Jones D.O.P.
Diesel Schwarze Editor
The Mill Post Production
EMI/Peer Music/Notting Hill/Universal Music Companies
Ashley Wallen Choreographer
Sally Beerworth Saatchi/Saatchi Business Leader
Details
Describe the campaign/entry:
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.
Give some idea of how successful this campaign/entry was with both client and consumer:
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’s 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 1 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-enact around the country, from a flash mob of 1300 people to a couple’s first wedding dance.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
At 11am on 15th January 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 6 TV news stations, including ITV news and London Tonight. They even reported the launch time for the commercial. 14 national, local and regional newspapers, including The Times, The Guardian and The Sun (who described it as ‘an epidemic of joy’) reported it. 19 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.