T-Mobile Promo, Case study WELCOME BACK by Saatchi & Saatchi London

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Industry Telecommunications Services
Media Promo & PR, Case study
Market United Kingdom
Agency Saatchi & Saatchi London
Director Henry Alex-Rubin
Executive Creative Director Paul Silburn, Kate Stanners
Art Director Rick Dodds
Copywriter Stephen Howell
Released October 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: T-MOBILE
Date of First Appearance: Oct 27 2010
Executive Creative Director: Paul Silburn (Saatchi & Saatchi)
Executive Creative Director: Kate Stanners (Saatchi & Saatchi)
Copywriter: Stephen Howell (Saatchi & Saatchi)
Art Director: Rick Dodds (Saatchi & Saatchi)
Agency Producer: James Faupel (Saatchi & Saatchi)
Account Director: Sarah Galea (Saatchi & Saatchi)
Account Manager: Laura Mills (Saatchi & Saatchi)
Account Manager: Anna Mills (Saatchi & Saatchi)
Account Director: Charles Pym (Saatchi & Saatchi)
Director: Henry Alex-Rubin (Smuggler)
Production Company Producer: Ray Leakey (Smuggler)
Director of Photography: Brett Turnbull
Editors: Spencer Ferzst/Patric Ryan (Marshall Street Editors)
Post Production: The Mill
Sound Design: Ben Leeves (Grand Central)
Arranger/Music Director: Shai Fishman
Choreographer: Javier De Frutos
Media placement: TV - C4-GB, C4-Digital, C4-Box 7, ITV2, ITV4,Channel 5-Network, Channel 5 Digital - 29 April 2010
Media placement: 6 Sheets - Across UK - 29 April 2010
Media placement: 48 Sheets - Across UK - 29 April 2010
Media placement: Print - National, Regional & Local Press - 29 April 2010
Media placement: Bus Sides - London Buses - 29 April 2010
Media placement: Social Networking - Facebook, YouTube - 29 April 2010
Media placement: Digital Outdoor - Escalator Panels - 29 April 2010
Media placement: Ambient - Heathrow Terminal 5 - 27 March 2010

Insights, Strategy & the Idea
T-Mobile wanted to prove their philosophy – that life’s for sharing.
In a cluttered market and at the most competitive time of year, they wanted to create real cut through and in doing so they wanted a campaign that would make news headlines.
T-Mobile is synonymous with live events, but this time we wanted to do something with a deeper emotional engagement with the audience. T-Mobile is a brand that celebrates people and relationships, so we wanted to create an event that epitomised this.

We also wanted some T-Mobile customers to star in the event.

The event would be aimed at people of all ages.

There’s a great truth that whenever you fly home, you always secretly hope someone might be waiting for you when you stroll through the arrivals hall, even if you know that nobody will.

We decided to create a welcome home to remember.

Creative Execution

30,000 passengers arrive at Heathrow Terminal 5 each day. We decided to give them a surprise welcome home to remember.

We auditioned singers and beat-boxers and sent out text messages to existing T-Mobile customers asking them to audition too.

We then assembled and rehearsed a 300 strong choir and vocal orchestra who were to ‘punk’ the unsuspecting public by suddenly appearing and singing a variety of songs, completely a-cappella, to make the public laugh and join in.

The performance ended with everyone singing ‘Welcome Home’ by Peters & Lee, to make people feel like returning heroes or rockstars as they walked through the arrivals hall.

We captured the event throughout the day with 18 hidden cameras then edited the footage into a special 3 minute commercial that broadcast on TV and online 48 hours later.

Footage from the event created enough content for the 3 month campaign.

Results and Effectiveness
People at the event started sharing it using their mobile phones. There was laughter, joy and even tears from the unsuspecting public as they were given a welcome home to remember.

The event made national and regional news headlines and generated £1.3 million worth of free media coverage in the first week of the campaign, reaching an additional 11 million people. By the end of the campaign free media coverage stood at £3.4 million.

The YouTube film had over 1 million hits in the first weekend. It now has over 8 million hits.

Despite a contracting telecommunications market, in the first week of the campaign footfall and Pay as you go sales both rose by 12%.

Throughout the 3 month campaign, T-Mobile enjoyed footfall levels that outperformed the market.

George, the lead singer of ‘The Passenger’, and undoubtedly one of the stars of the performance, was found through the customer auditions after replying to a text message.