T-Mobile DM VIRTUAL LAPTOP by Publicis Amsterdam

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Industry Mobile phones, devices & accessories
Media Direct marketing
Market Netherlands
Agency Publicis Amsterdam
Creative Director Jeroen Van Zwam
Copywriter Marcel Hartog
Editor Francisco Rodriguez Bouzas
Released November 2009

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: T-MOBILE
Product/Service: MOBILE PHONES
Date of First Appearance: Nov 24 2009 12:00AM
Entrant Company: PUBLICIS, Amsterdam, THE NETHERLANDS
Entry URL: http://www.onzearchiefkast.nl/virtuallaptop
Creative Director: Marcel Hartog (Publicis)
Creative Director: Jeroen van Zwam (Publicis)
Interaction designer: Joost Olsthoorn (Publicis)
Editor: Francisco Rodriguez (Publicis)
Art designer: Dave Fransen (Publicis)
Technical designer: Jeroen Hessing (Publicis)
Technical designer: Edwin Leijen (Publicis)
Client Services Director: Derk Schneemann (Publicis)
Account Director: Nicole Franken (Publicis)
Account Executive: Bianca vd Boogaard (Publicis)
Copywriter: Marcel Hartog (Publicis)
Art director: Jeroen van Zwam (Publicis)
Media placement: Online - Publicis - 24/11/2009

Describe the brief/objective of the direct campaign.
Demonstrate T-Mobile’s mobile internet stick, with which you can be online with your laptop computer anywhere you want, and as much as you want (you pay a fixed fee).

Explain why the creative execution was relevant to the product or service.
With T-Mobile’s virtual laptop you can come as close as you can get to explain the freedom T-Mobile’s Mobile internet offers you and the fact that you can be online as much as you like. And because you use the demonstration program on your home or office desktop computer, it constantly reminds you of the fact that you could be online at far more pleasant location.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
T-Mobile’s Virtual Laptop is a free demonstration program to use on your home or office desktop computer. To get an impression of the freedom T-Mobile’s mobile internet stick has to offer: be online anywhere you want, as much as you want (you pay a fixed fee). This browser in-a-browser enables you to surf on the internet without restrictions, as if you where somewhere else using a laptop computer. All t-mobile clients were sent a link to a landingpage, offering a choice of different locations to use as backgrounds on your desktop. Every now and then a decent T-Mobile branded message appears: real mobile internet is just one click away.

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.
T-Mobile’s mobile internet stick sales rose significantly during the campaign period, but to be honest, the campaign also consisted of print ads and radio commercials.