T-Mobile DM, Promo, Case study SINGALONG by Saatchi & Saatchi London

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Industry Telecommunications Services, Mobile Communications
Media Direct marketing, Promo & PR, Case study
Market United Kingdom
Agency Saatchi & Saatchi London
Director Director - Michael Gracey
Executive Creative Director Paul Silburn, Kate Stanners
Art Director Rick Dodds
Copywriter Stephen Howell
Editor Ben Harrex @ Final Cut, Diesel Schwarze
Released April 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: T-MOBILE
Date of First Appearance: Apr 30 2009 12:00AM
Executive Creative Director: Paul Silburn (Saatchi & Saatchi)
Executive Creative Director: Kate Stanners (Saatchi & Saatchi)
Copywriter: Stephen Howell (Saatchi & Saatchi)
Art Director: Rick Dodds (Saatchi & Saatchi)
Agency Producer: Ed Sayers (Saatchi & Saatchi)
Production Manager: Emma Wolanski (Saatchi & Saatchi)
Director: Michael Gracey (Partizan)
Production Company Producer: Russell Curtis (Partizan)
Editor: Diesel Schwarze
Editor: Ben Harrex (Final Cut)
Director of Photography: Tim Maurice Jones
Post Production: (The Mill)
Sound Design: (750mph)
Account Director: Sarah Galea (Saatchi & Saatchi)
Planner: Gareth Ellis (Saatchi & Saatchi)
Planner: Jason Lonsdale (Saatchi & Saatchi)
Business Leader: Sally Beerworth (Saatchi & Saatchi)
Second Unit Agency Producer: Jirka Mika (Saatchi & Saatchi)
Media placement: Online - Facebook, Twitter - 30 April 2009
Media placement: TV - ITV - 2 May 2009
Media placement: Escalator Panels - London Underground - May 2009
Media placement: Print - InStore, National Press - May 2009
Media placement: Multiple Festivals - Capital FM Summertime Ball - May/June 2009
Describe the brief/objective of the direct campaign.
T-Mobile wanted to prove, on the biggest scale possible that Life’s for Sharing. By doing so we wanted to build on the success of the previous Dance campaign and take the scale of the event to the next level.We wanted an event big enough that it would involve both existing customers and new customers. We also wanted to involve fans of the Dance campaign as well as creating new fans.The event had to be big enough that the content could create a 3 month integrated campaign that could run across six different markets.
Explain why the creative execution was relevant to the product or service.
The event proved on the largest scale yet, that Life’s for sharing.25 cameras captured the event. They picked people out and broadcast them onto the huge screen. We then isolated their mic and lifted them above everyone else.The wealth of content was then used to create a 3 month integrated campaign that ran across 6 markets.The event was so memorable the public took their mobile phones out to share it with calls, texts, photos and videos. The sing-along became huge news covered on National and International TV news, national press, radio phone-ins and bloggers.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to invite the public to a live event that would be so memorable they’d feel compelled to share it.We released a teaser trailer on youtube and facebook, inviting people to Trafalgar Square. Pass it on text messages were sent out to T-Mobile customers.By 6pm a staggering 13,500 people had to come to Trafalgar Square to take part.The world’s largest LED screen then burst to life and 13,500 people then sang karaoke together, arm in arm, in the middle of London during rush hour.As the event reached a climax, the pop star P!nk appeared amongst the crowd, singing along with everybody else.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
13,500 people sang karaoke together for an hour, proving that Life’s for Sharing.European TV news and newspapers reported the event generating over £2.5 million worth of free media, reaching 42.5 million people.Over 12,000 texts were sent afterwards to thank everybody who came. Over 10% replied (5 times the normal response rate).Over 150 user generated films uploaded to YouTube.The YouTube page became the most viewed sponsored channel in the UK, 2nd in the world.Over 5 million YouTube hits.The facebook group attracted 17,000 fans.Specific sales targets increased in each market:UK 61%Hungary 142%Croatia 150%Czech Republic 244%Macedonia 28%Austria 50%