T-Mobile Case study LIFE IS FOR SHARING by Saatchi & Saatchi London

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LIFE IS FOR SHARING

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Industry Mobile Communications
Media Case study
Market United Kingdom
Agency Saatchi & Saatchi London
Art Director Hadji Moussa
Released August 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: DEUTSCHE TELEKOM
Product/Service: T-MOBILE
Agency: SAATCHI & SAATCHI
Date of First Appearance: Apr 1 2010
European Creative Director T-Mobile: Jason Romeyko (Saatchi & Saatchi)
Executive Creative Directors: Paul Silburn/Vasilije Corluka/Laszlo Nagy/Attila Lonkay/Avinash Sampath/Tim Bish (Saatchi & Saatchi)
Art Director: Hadji Moussa (Saatchi & Saatchi)
Creative Directors: Karl-Heinz Wasserbacher/Michael Ladich (Publicis)
Art Director and Copywriter: Linda Weitgasser/Alex Sattlecker (Saatchi & Saatchi)
Worldwide Account Director T-Mobile: James Griffiths (Saatchi & Saatchi)
CEOs: Aleksandra Dilevska/Gabor Seregely (Saatchi & Saatchi)
Business Leader: Charlotte Cook (Saatchi & Saatchi)
Account Directors: Nina Stegmann/Sue Workman/Jakub Heres/Sandra Kapsic/Imke Lepper/Martina Mekis/Mi (Saatchi & Saatchi/Publicis)
Account Manager CEE: Irina Atanasoski (Publicis)
Account Executive/Account Coordinator: Camden Hauge/Edel Clancy (Saatchi & Saatchi)
International Producer: Jirka Mika (Saatchi & Saatchi)
Executive Producer/Production Assistant: Ed Sayers/Greg Hemes (Saatchi & Saatchi)
International Planning Directors: Jason Lonsdale/Wolfgang Eigner (Saatchi & Saatchi)
VP International Communications: Wolfgang Kampbartold (Deutsche Telekom)
Head of Intl. Communications: Ayten Pekerman (Deutsche Telekom)
Chief Marketing Officer: Hans Christian Schwingen (Deutsche Telekom)
Communication Directors: Sonja Wessel/Vedrana Majetic/Tom Meyer/Denisa Fuksova/Gabriela Liptay/Karen de L (Deutsche Telekom)
Communication Director: Wojtek Lukowski
Unit Director: Kari Jackson-Kloenther (MediaCom)
Media placement: TV, Print, Online - "Picnic" - Macedonia - April 1st 2010
Media placement: TV, Online, Print - "Ludo" - Czech Republic - April 23rd 2010
Media placement: Online, TV, POS, OOH, Print - "Walk For Life" - Austria - May 11th 2010
Media placement: TV, Print, Online, OOH - "Graffiti Jam" - Croatia - June 2nd 2010
Media placement: TV, Print, OOH - "Family" - Netherlands - June 17th 2010
Media placement: OOH, Online - "Taking Facebook To The Streets" - Hungary - July 31st 2010
Media placement: TV, Print, OOH, POS, Online - "Pop Video" - Austria, Czech Republic, Germany, Hungary, Macedonia, Montenegro, Poland, Slovakia - August 18th 2010

Describe the campaign/entry
To further its fresh "Life Is For Sharing" brand promise, T-Mobile launched a series of projects across Europe. They wanted to prove that if you had an idea and used T-Mobile products and services, you can mobilise the world around you and create big, memorable moments that everyone can share in.

Describe how the campaign/entry was launched across each channel in the order of implementation

In each market we found real people who had an idea but could not do it on their own. In some cases they launched their idea on TV to get the public to join them. In other cases they announced their idea over the net and used that media to get people to join in. We then watched them on television/print/outdoor use the product/tariff/service to prepare for a big outcome. All projects were supported by strong social media, PR and instore channels.

Give some idea of how successful this campaign/entry was with both client and consumer
350,000+ fans on Facebook. Over 15 million hits on the Austrian project site alone. 45,000 minutes of user-generated content. In some cases sales were 300% above target. 54% up on awareness. Understanding of the "Life Is For Sharing" brand promise grew by up to 22%.