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 Use of Integrated Media
Advertiser: T-MOBILE
Date of First Appearance: May 5 2010
Entry URL: http://www.philippes-projekt.at
Creative Director: Jason Romeyko (PUBLICIS GROUP)
Creative Director: Karlheinz Wasserbacher (PUBLICIS GROUP)
Brand Director: Imke Lepper (PUBLICIS GROUP)
Account Director: Martina Mekis (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: TV Campaign - ORF, ATV, IP, SOM, GMB MTV/NICK/VIVA, GO TV - 11 May 2010
Media placement: Print Campaign - Newspapers, Magazines, Etc. - 11 May 2010
Media placement: POS Material - T-Mobile Shops - 9 May 2010
Media placement: Direct Marketing - Consumers Homes - 14 June 2010
Media placement: OOH - Busshelters, Billboards, Etc. - 13 June 2010
Media placement: Radio Campaign - ORF, RMS, Kronehit - 14 June 2010
Media placement: Ambient - OOH - 11 May 2010
Media placement: Online Campaign - Www.philippes-Projekt.at, Www.youtube.com/user/philippesprojekt, Http://philippe - 10 May 2010
Media placement: Online Campaign 2 - Http://apps.facebook.com/communitymap/, Http://apps.facebook.com/menschenkette - 10 May 2010

Insights, Strategy & the Idea
The challenge for this campaign was to achieve two objectives at the same time.
1) To demonstrate that with T- MOBILE’s new social media smartphone service (called MyCommunity) everything is possible.
2) To engage the consumers in T- MOBILE’s corporate social responsibility programme - the fight against HIV/AIDS.

But how should one combine a sales focused product campaign with a social topic?
The answer: to start a project that proves the quality and usefulness of the product, and do it for a good reason.

According to the long-term campaign strategy of showing consumer projects, we were looking for someone who planned a HIV/AIDS charity project and who could find our service helpful. We found the ideal person and project: Philippe.

Creative Execution
The heart of the campaign was a real consumers project: Philippe’s project. The 20yo Philippe walked 863km on foot through Austria. He organised his entire journey, the route, lunch invitations, sleeping places etc ONLY with the help of his smartphone and his social media community. He didn’t spend one penny, even better he raised funds. His motivation was to raise awareness of HIV/Aids, a purpose that fits the T-MOBILE Community Social Responsibility programme perfectly.

His 5 week walk through Austria was the perfect proof that you can make anything happen with the power of your community and the T- MOBILE social media smartphone service.

Social media, PR, media co- operations, events and classical advertising worked together perfectly in this cross media campaign. On facebook Philippe found new friends every day that helped him to go on. 36 daily episodes on TV told his story. Press, posters and TVCs explained the product and drove sales.

Results and Effectiveness
The results were outstanding.
PR created nationwide press, tv & radio coverage.
Philippe’s project became the talk of the country.
+ 60.000 facebook fans in 5 weeks (the no. 4 facebook page in Austria)
+ 15.000.000 online impressions
Sales were remarkably above expectations.
Hundreds of people accompanied Philippe on his way.
And most importantly HIV tests amongst teenagers grew by 25%.