KATY'S PROJECT by Saatchi & Saatchi London for T-Mobile

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KATY'S PROJECT

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Industry Telecommunications Services
Media Case study
Market United Kingdom
Agency Saatchi & Saatchi London
Director Dave Meyers
Executive Creative Director Paul Silburn, Kate Stanners
Editor Ed Sayers
Released August 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: DEUTSCHE TELEKOM
Product/Service: T-MOBILE
Agency: SAATCHI & SAATCHI
Date of First Appearance: Jul 28 2010
Executive Creative Director: Paul Silburn/Kate Stanners (Saatchi & Saatchi)
International Creative Director: Jason Romeyko (Saatchi & Saatchi)
Art Director/Copywriter: Julian Andrews/Eoghain Clarke (Saatchi & Saatchi)
Editor: Ed Sayers (Saatchi & Saatchi)
Agency Producer: Kate O'Mulloy (Saatchi & Saatchi)
International Producer: Jirka Mika (Saatchi & Saatchi)
Production Manager: Greg Hemes (Saatchi & Saatchi)
Worldwide Account Director: James Griffiths (Saatchi & Saatchi)
Business Leader: Charlotte Cook (Saatchi & Saatchi)
Account Director: Nina Stegmann (Saatchi & Saatchi)
Account Manager Central & Eastern Europe: Irina Atanasoki (Saatchi & Saatchi)
Account Executive: Camden Hauge (Saatchi & Saatchi)
Account Co-ordinator: Edel Clancy
Director: Dave Meyers (Radical LA)
Katy Perry: Katy Perry
Katy Perry Management: Martin Kirkup
Commercial Production Company: Pulse UK
Commercial Director: Daryl
Senior Vice President/Video Commissioner: Danny Lockwood (EMI)
Project Manager: Lynne Blackadder (Saatchi & Saatchi)
Media placement: Campaign ran in 8 countries - TV, Online, Outdoor - August 2010

Describe the campaign/entry
Deutsche Telekom’s “Life is for Sharing” campaign is about creating real moments so amazing that people just have to share them.
We had to create an event that their core audience across Europe would love to get involved in, create the biggest and best buzz to date, raise brand awareness and push products across 8 European markets.
We brought together an international pop star and their fans to make their next music video. Katy Perry’s popularity made her a perfect fit with the target audience.
Katy starred in an integrated campaign offering her fans in 8 European countries the chance to feature in her official video for 'Firework'.
The lyrics formed the perfect basis for a campaign competition entry mechanic, as participants shared their spark (talent) by submitting user generated content for their chance to win.
Ultimately 250 winners went to Budapest for 5 days to take part in Katy’s video.

Describe how the campaign/entry was launched across each channel in the order of implementation
The best 250 entrants were chosen by Katy, the agency, and her fans.
The key winners shared their experiences and pushed products in local market advertising campaigns.
We created a social network site so 250 winners could bond before the shoot.
The winners descended on Budapest for 5 days for the video shoot. The key winners were filmed on their journeys to the shoot and featured in a 3 minute longform commercial that sat next to Katy’s ‘Firework’ video on her YouTube channel.

Give some idea of how successful this campaign/entry was with both client and consumer
- 38,000+ fans across 8 markets submitted video entries.
- Over 45,000 minutes of user generated content submitted.
- 420,000+ votes made for the best local videos.
- 175,000 new Deutsche Telekom Facebook fans across all markets.
- Three minute online ad achieved 470,000+ hits.
- 'Firework' video achieved 158+ million video views.
- EMI Music’s #1 most viewed video of all-time on VEVO.
- 5th most shared video of all time.
- Most viewed brand funded content of all time.
- Deutsche Telekom’s internal “Brand Fit” tests showed that the campaign drove the “Life is for Sharing” positioning, with an average of 10% uplift over all markets.