T-Mobile: WELCOME HOME by Saatchi & Saatchi London for T-Mobile

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T-Mobile: WELCOME HOME

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Industry Consumer & Public services, Mobile Communications
Media Promo & PR
Market United Kingdom
Agency Saatchi & Saatchi London
Director Anna Berry
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Integrated Media Bronze

Credits & Description

Type of Entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Advertiser/Client: T-MOBILE
Product/Service: CONSUMER PAY AS YOU GO
Entrant Company: MEDIACOM London, UNITED KINGDOM
Advertising Agency: SAATCHI & SAATCHI London, UNITED KINGDOM
Media Agency: MEDIACOM London, UNITED KINGDOM

Director: Anna Berry (Mediacom)
Associate Director: Andrew Pascoe (Mediacom)
Associate Director: Anna Whincello (MediaCom)
Senior Buyer: Echo Ao (MediaCom)
Associate Director: Lucinda Johnson (MediaCom)

Results and Effectiveness:
OVER 7 MILLION PEOPLE WATCHED AND SHARED. BRAND CONSIDERATION GREW. RESPONSE RATES INCREASED AND SALES WENT UP.

Our film achieved over seven million You Tube views as people shared our content virally.

We drove a 10% increase in brand consideration over the course of the campaign according to T-Mobile’s independent brand tracking.

Response rates for DR ads where we’d retargeted those who’d seen our “Welcome Home” content increased by 37%.

We over-delivered on retail sales targets by 15%.
Creative Execution:
BY BRINGING FAMILIES BACK TOGETHER AT CHRISTMAS, WE CREATED POWERFUL CONTENT, THEN USED TV ROADBLOCKS, FACEBOOK, YOUTUBE AND RE-TARGETING

Our choir surprised returning travellers with songs like “Welcome Home”, “The Boys Are Back In Town”, and “I Knew You Were Waiting”. We ensured the media were there to report on the event, and made a film of our welcome home.

We seeded content from the shoot to Facebook and our YouTube channel. Our film premiered on TV - we road-blocked an entire ad-break across all stations. To increase the sense of event, Channel 4’s announcer introduced the film. The film’s end-frame drove people to the YouTube channel.

We partnered with British Airways to actually bring families back together, running competitions on radio and press, flying the winners home at Christmas free of charge.

People who’d seen our content were retargeted with direct-response messaging to convert brand affinity into new customers.
Insights, Strategy and the Idea:
T-MOBILE’S POSITIONING IS “LIFE’S FOR SHARING”. OUR CHALLENGE IS TO CREATE CONTENT SO POWERFUL THAT MILLIONS WILL WANT TO SHARE IT.

T-Mobile’s positioning is “Life’s For Sharing”, from the role that mobile phones play in sharing unusual, magical or emotional moments with friends and family. So our strategy is to create more of these moments - events that give people something magical to participate in, which will make great content that a wider audience will want to watch and pass on.

The theme for our event came from the insight that families are dispersed around the globe more than ever before, but Christmas is a time for loved-ones to gather together – a perfect opportunity to promote “Life’s For Sharing. So the agency team created an event to welcome back people travelling home to see their loved ones as they returned to Heathrow Airport.