SINGALONG CZECH REPUBLIC for T-Mobile

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SINGALONG CZECH REPUBLIC

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Industry Mobile Communications
Media Promo & PR, Case study
Market Czech Republic
Released August 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: T-MOBILE CZECH REPUBLIC
Product/Service: MOBILE TELECOMMUNICATIONS PROVIDER
Agency: T-MOBILE CZECH REPULIC
Date of First Appearance: Aug 24 2009 12:00AM
Entrant Company: T-MOBILE CZECH REPULIC, Prague, CZECH REPUBLIC
Entry URL: http://singalong.symbio.cz/
Senior Media Specialist: Zuzana Labantova (T-Mobile Czech Republic)
ATL Specialist: Karel Novotny (T-Mobile Czech Republic)
Senior Head of ATL & Media: Denisa Fuksova (T-Mobile Czech Republic)
Senior Head of Direct & Online Communication: Mirek Jirik (T-Mobile Czech Republic)
Direct & Online Communication Specialist: Stepan Skripnik (T-Mobile Czech Republic)
Visual Merchandising Specialist: Mirek Randacek (T-Mobile Czech Republic)
Accound Director: Jakub Heres (Saatchi & Saatchi Prague)
Account Director: Olga Svacinova (MediaCom Praha)
Marketing and Sales Director: Robert Haas (Symbio Digital)
Senior ATL Specialist: Petra Lupomeska (T-Mobile Czech Republic)
Account Manager: Milena Teralezkovova (Klan)
Senior Copywriter: Danid Podhola (Saatchi & Saatchi Prague)
Interaction Director: Bronislava Plesnikova (MediaCom Praha)
Media Account Manager: Tatiana Terpakova (MediaCom Praha)
Media placement: 60", 30"+15" Tv Spot - Tv Nova, Nova Cinema, Prima, Prima Cool, Óčko - 25 August 2009
Media placement: Karaoke Tv Spot - Tv Óčko - 1 September 2009
Media placement: 1/1, 1/3 Print Ads - Various Magazines - 1 September 2009
Media placement: Online Display, Search - Various - 24 August 2009
Media placement: 60", 30" Cinema On Screen - Cinestar Cinema Network - 27 August 2009
Media placement: OOH (Bigboards, Billboards, CLV, Posters At Schools And Music Bars) - Various - 1 September 2009
Media placement: 30" Radio Spot - MMS And RRM Radio Network - 7 September 2009
Media placement: Ambient (Karaoke Cinema, Karaoke Taxi) - Taxi, Cinema - 14 September 2009
Media placement: Product Placement - Tv Nova - 19 October 2009
Media placement: 10" Tv Sponzoring - Czech Pop Idol - Tv Nova - 14 September 2009

Results and Effectiveness
The campaign was extremely successful. Thanks to a fully integrated campaign, vehicles with high engagement potential and our great microsite we achieved amazing 65% prompted awareness and 48% spontaneous awareness among our target audience (benchmarks were 43% and 22% respectively). The campaign also had a huge word-of-mouth and PR impact. Data from the microsite reflects overall success of the campaign. It had around 400,000 unique visitors (our ambitious benchmark was exceeded by 33%) of which 65,000 participated in the contest. During and after the campaign we achieved 244% increase of activations of the communicated tariff.

Creative Execution
Contest’s participants had to record a karaoke song and place it on our microsite where the proposition was also presented. They could do so on the microsite itself or there were other ways to record the video. They could sing in T-Mobile shops or in selected karaoke bars. In cooperation with the biggest cinema network, we organised a karaoke road show which was promoted from the cinema’s budget. On four subsequent weekends in four different towns, people had the chance to give a karaoke performance in front of a Trafalgar screen in the cinema foyer and after they could see themselves on cinema screen before the beginning of the movie. A special pink T-Mobile taxi was cruising around Prague in locations with high concentration of youth. Passengers could take a free ride, during which they were recorded giving a karaoke performance. Nobody could escape from the karaoke mania that we had developed.

Insights, Strategy & the Idea
Our campaign presented a postpaid tariff dedicated to youngsters. We had to localise the global sing-along concept based on the Trafalgar karaoke event with P!nk. We launched our campaign four month after the original event. Therefore the biggest challenge was to develop such a campaign that would naturally support our positioning and while eliminating the fact that the event was held in London. We decided to transform our campaign idea from P!nk’s event to a karaoke event and to link it with her Prague concert. We started with a teaser during which we aired a 60” image spot in the cinema, on TV and on the Internet. After, we shifted into the awareness phase, when we communicated our proposition within the full media mix. In addition to that, we held a contest for meet & greet passes for P!nk's concert to get the audience engaged. Contest was supported by many karaoke media.