THE REMATCH for T-Mobile

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THE REMATCH

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Industry Mobile Communications
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Technology and Manufacturing
Advertiser: T-MOBILE NETHERLANDS
Product/Service: TELECOMMUNICATIONS
Creative Director: Avinash Sampath (Saatchi & Saatchi, Amsterdam)
Creative Director: Tim Bishop (Saatchi & Saatchi, Amsterdam)
Chief Executive Officer: Arjan Kapteijns (Saatchi & Saatchi, Amsterdam)
Business Leader: Sue Workman (Saatchi & Saatchi, Amsterdam)
Project Leader: Corliz de Jongh (Saatchi & Saatchi, Amsterdam)
Project Leader: Brenda Rangel (Saatchi & Saatchi, Amsterdam)
TV Producer: Lars Fabery de jonge (Saatchi & Saatchi, Amsterdam)
Director: Erik Lieshout (Outcast Pictures)
Director of Photography: Reinier van Brummelen (Outcast Pictures)
Online Strategist: Marlon Heckman (Plain)
Online Creative: Ineke Meijer (Plain)
Media placement: Teaser & Campaign Outdoor - Billboards, Abris - 29-12-2009
Media placement: Teaser & Campaign Online - Banners, Website (tmobile.nl/relax), Hyves, YouTube, Twitter, Hyves Gadget - 29-12-2009
Media placement: Print - Newspapers (Telegraaf, Spits) - 13-01-2010
Media placement: TV Campaign - 5 spots - TV (RTL4, RTL5, NL1, NL2, NL3, Veronica, Comedy Central) - 13-01-2010
Media placement: Radio - 3FM - 15-01-2010
Media placement: LIVE Event - Durgerdam (village) - 13-03-2010

Summary of the Campaign
Challenge: T-Mobile in The Netherlands is the No. 3 player in the market (No.2 Vodafone. No.1 KPN). T-MobileNL suffers from a lack of connection with the Dutch public. Objectives: Launch T-Mobile's new 'Relax' - a subscription that rolled over unused minutes and texts from this month to the next. The campaign should sell, and also build PARTICIPATION and EMOTION - two factors that we believed would help the brand forge a connection with its audience. Strategy: Turn the benefit of the product into an emotional one, the unused minutes and texts from last month were the extra unused emotions one could use this month! The campaign idea was what would you do with these extra minutes and texts? Execution: We took to the streets with the campaign question and asked 'real' people, their 'real' answers became the TV/Print/Outdoor/Online/Radio campaigns. Then we took the most amazing answer and brought it to life! Outcome: • Overall Brand Personality KPI - 15% increase (Inspirational - 35% increase, Enjoyment - 43% increase). • T-MobileNL has an increase in market share by 40% • Current market share indices: Vodafone - 22%, T-Mobile - 39%!

The Goal
The objectives of this campaign were primarily PARTICIPATION and EMOTION -two factors that we believe would help the brand build a connection with its audience. We needed to involve the Dutch public in the campaign at every possible stage. The product was revolutionary to anyone with a mobile phone, which simply meant the campaign had to capture the imagination and heart of the entire population.

Results
T-Mobile Netherlands had never before ventured into a campaign with an emotional layer, let alone a Reality-TV-Ad-Series. Using 'real' people and 'real' answers at the start of the campaign helped the Dutch public see T-MobileNL in a new light as results proved immediately: Overall Brand Personality KPI - 15% increase (Inspirational - 35% increase, Enjoyment - 43% increase). The story of Martijn had so much innocence, nostalgia and heart that it readily captured public attention and heart. There was national media attention from the start of the story. He was the boy-next-door trying to bring back old friends for a football match. At the time of writing this case presentation: • T-MobileNL has an increase in market share by 40% • Current market share indices: Vodafone - 22%, T-Mobile - 39%! • 21% above target on Acquisitions. • 43% above target on Renewals. • 27% above target on eSales.

Execution
JAN 01 - 20 Street Interviews - What would you do with these extra minutes and texts? Public answers led to TV, PRINT, OUTDOOR, RADIO, ONLINE advertising. JAN 21 - FEB 28 We chose one answer that captured everyone's imagination - Martijn's 'REMATCH'. He became the hero of the next phase of TV, PRINT, OUTDOOR, RADIO and ONLINE. As national curiosity grew, we followed Martijn as he made his phone calls, generating content for more TV and ONLINE. We gave Martijn's girlfriend a camera and she recorded his daily ups and downs to a dedicated YouTube channel. He maintained a Hyves (Dutch Facebook) page. His progress was tweeted by T-Mobile. Dutch Celebrity Coach Ton Ojers volunteers time to coach Team Martijn, generating more publicity. MARCH 13 The Rematch - a LIVE outdoor event witnessed by his entire village, which then became a TV and ONLINE film.

The Situation
T-Mobile in The Netherlands is the No. 3 player in the market (No.2 Vodafone. No.1 KPN). T-MobileNL suffers from a lack of connection with the Dutch public. For years the work has focussed on product and price, it was all about better and cheaper. But in November 2009, T-MobileNL hoped to improve their image by launching a unique product - 'Relax', a subscription that rolled over unused minutes and texts from this month to the next. The campaign would not just sell the product but build a bond with the Dutch public and raise the emotional quotient of the brand.

The Strategy
The starting point was to turn the benefit of the product into an emotional one - the unused minutes and texts from last month were the extra 'I love you's or 'dinner date' invitations or 'I miss you's this month. The campaign idea - what would you do with these extra minutes and texts? We took to the streets with this question and asked 'real' people, their 'real' answers became the TV/Print/Outdoor/Online/Radio campaigns. We took the most amazing answer and brought it to life! That of Martijn, a 39-year old carpenter who hoped to bring back his old football team from 1997. They had won the local Championship in 1997, but sadly, his life's greatest moment was then witnessed by a grand crowd of THREE people! He hoped to have a rematch against the same opponents, but this time - he wanted his entire village to see them play!