T-Mobile Promo, Case study PHILIPPE´S PROJECT by Publicis Group Austria Vienna

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Austria
Agency Publicis Group Austria Vienna
Creative Director Mr. Jason Romeyko, Mr. Karlheinz Wasserbacher
Art Director Mr. Patrick Band, Mr. Michael Ladich
Copywriter Mr. Felix Eisler, Mr. Alexander M. Trybus
Released May 2010

Credits & Description

Category: Best Consumer Engagement
Date of First Appearance: May 11 2010
Entrant Company: MEDIACOM, Vienna, AUSTRIA
Communication Planner: Cathrin Kudrna (MediaCom)
Senior Communication Planner: Sabine Etl-Weinhandl (MediaCom)
Client Service Director/Head of Creative Unit: Omid Novidi (MediaCom)
Account Director: Martina Mekis (Publicis Group)
Creative Director: Jason Romeyko (Publicis Group)
Creative Director: Karlheinz Wasserbacher (Publicis Group)
Brand Director: Imke Lepper (Publicis Group)
Account Manager: Irina Atanasoski (Publicis Group)
Art Director: Michael Ladich (Publicis Group)
Art Director: Patrick Band (Publicis Group)
Graphic Designer: Silvi Munter (Publicis Group)
Copywriter: Felix Eisler (Publicis Group)
Copywriter: Alexander Trybus (Publicis Group)
Head of Modem: Federico Karpeles (Publicis Group)
Planner: Wolfgang Eigner (Publicis Group)
Junior Art Director: Florian Greiter (Publicis Group)
TV Producer: Jirka Mika (Publicis Group)
Media placement: Print - Standard, Österreich, Top Tirol, Top Vbg - 11th Of May 2010
Media placement: TV - Orf1, Kabel1, Pro7, Puls, Sat1, Asutria9, Rtl, Rtl2, Super Rtl, Vox, Go Tv - 11th Of May 2010
Media placement: Online - X - 11th Of May 2010
Media placement: Radio - Cooperation With Kronehit - 26th Of May 2010

Insights, Strategy & the Idea
We needed to change how the audience actually felt about the brand T-MOBILE, making the brand’s claim more than just an empty phrase! The objective was to prove how T-MOBILE can actually live “Life’s for Sharing”.
T-MOBILE Austria has taken over the main sponsorship of Austria’s famous “Life Ball” in Vienna, a charity event collecting donations for AIDS and HIV related aid projects; with regular guests like Bill Clinton, Sharon Stone and many more.
The idea of a charity project was born, a walk across Austria. An adventure that can be completed a lot better with the help of T-MOBILE’s products, tariffs and smart phone hardware.
A project’s hero was casted - Philippe - , who would walk across the country, spread the word about Aids and share his mission along his tour stops and also on Facebook, raising a project’s community, in this case with the help of T-MOBILE.

Creative Execution
A major part of the campaign was to explain the actual purpose of the project. We achieved this by communication in various media channels featuring both: the hero, Philippe, and T-MOBILE’s products. Another important part was to follow Philippe on his tour across Austria: Regional print media worked best to raise awareness. Negotiated free PR space gave the project a less promotional and more content-like character. Apart from up-to-date print and Facebook communication media coops with the national radio station Kronehit supported the SCR character of the campaign; they featured daily updates of the journey in their weather forecasts. TV cooperation with Seven One Media and web-based activation to meet Philippe and walk with him for a while were also major parts of the campaign.

Results and Effectiveness
Philippe’s project triggered free PR across all channels. YouTube counts more than 10,000 video views about his journey. When Philippe arrived in Vienna, he had more than 60,000 fans in his Facebook community, the most popular page of Austria, underlining T-MOBILE’s claim ‘life is for sharing’ impressively.