T-Mobile Promo, Case study KATY'S PROJECT by Saatchi & Saatchi London

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KATY'S PROJECT

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Industry Telecommunications Services
Media Promo & PR, Case study
Market United Kingdom
Agency Saatchi & Saatchi London
Producer Ed Sayers
Released August 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: DEUTSCHE TELEKOM
Product/Service: T-MOBILE
Agency: SAATCHI & SAATCHI
Date of First Appearance: Aug 25 2010
Entrant Company: MEDIACOM GERMANY, Düsseldorf, GERMANY
Worldwide Account Director: James Griffiths (Saatchi + Saatchi)
International Creative Director: Jason Romeyko (Saatchi + Saatchi)
International Planning Director: Jason Lonsdale (Saatchi + Saatchi)
Unit Director: Kari Jackson-Klönther (MediaCom)
Communications Planer: Jakob Denjakin (MediaCom)
Copywriter & Art Director: Eoghain Clarke (Saatchi + Saatchi)
Copywriter & Art Director: Jules Andrews (Saatchi + Saatchi)
Business Leade: Charlotte Cook (Saatchi + Saatchi)
Account Director: Nina Stegmann (Saatchi + Saatchi)
Account Manager CEE: Irina Atanasoski (Saatchi + Saatchi)
Account Executive: Camden Hauge (Saatchi + Saatchi)
Account Coordinator: Edel Clancy (Saatchi + Saatchi)
International Producer: Jirka Mika (Saatchi + Saatchi)
Producer: Ed Sayers (Saatchi + Saatchi)
Production Manager: Greg Hemes (Saatchi + Saatchi)
Project Manager: Lynne Blackadder (Saatchi + Saatchi)
Media placement: Campaign Ran In 8 Countries - Austria Only! - Dates For Austria Only!
Media placement: Online Campaign - Layer Ad - Msn.at - 10.08.2010
Media placement: Radio Campaign - Editorial Cooperation - Kronehit - 10.08.2010
Media placement: Print Campaign - Single Page - TV Media - 25.08.2010
Media placement: Austria: TV Campaign - TV Spot - ATV - 25.08.2010
Media placement: Radio Campaign - Radio Spot - Ö3 - 30.08.2010
Media placement: Outdoor Campaign - Posters - Nation Wide (Austria) - 01.09.2010

Insights, Strategy & the Idea
“Life is for Sharing” was much more than just T-Mobile’s brand positioning, it drove everything that T-Mobile did. It was also a perfect description for our target audience’s lifestyle, who truly believed that life is better shared.

Rather than just shooting some nice ads where actors pretended to share stuff, we wanted to create moments so amazing that people just had to share them: a physical manifestation of T-Mobile’s philosophy, beliefs and capabilities. Our brand may create the moments, but in the end, we hoped, the moments (and the communications around them) would create the brand.

We knew that our target audience was passionate about music. And that music creates emotions that encourage people to share. We wanted to enable our target to be an insider at an exclusive music experience itself, an experience that would encourage massive emotional participation, and which participants would want to share with the world.

Creative Execution
“Zdravo Makadonia! I’m Katy Perry, and I need your help!” The campaign began with a call-to-action in online, on TV, print, radio and OOH. T-Mobile customers from across eight European countries could take part in a contest to win a spot in the official music video for Katy’s new song “Firework.”

Participants were asked to show off their creativity and their “inner spark” – important for the message of the “Firework” song. Finally, the local online communities chose those who would participate in the video.

To stretch the sharing even further, one of the participants from each country became part of the local T-Mobile campaign itself. From the moment they knew that they were joining Katy at the video shoot in Hungary, they shared their preparation for the video – calling friends, organizing travel --, as well as their thoughts and feelings about the event, with a wider audience.

Results and Effectiveness
The campaign was highly engaging:

Over 38,000 fans across 8 markets submitted video entries to the campaign.
Over 400,000 votes were made for the best local videos.

T-Mobile’s Facebook fans grew tremendously: 175,000 new Facebook fans across all markets.
Katy’s Firework video became a huge success: 150 million video views -- the #17 music video of all time.

The behind-the-scenes “Making Of” video about the T-Mobile video participants garnered more than 450 T views.

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.