T-Mobile "Dance"

T-Mobile’s new brand positioning is “Life’s For Sharing”, based on the insight that the mobile phone helps us share the unexpected things that happen to us everyday with our friends and family. They needed to launch this idea to a broad target audience, with a specific requirement to drive word-of-mouth about T-Mobile. Their strategy centred on creating highly-talkable content, building a community around the content, and making it easily shareable using digital and social networks. The agency team created a dance event that would give commuters something unexpected to participate in and share, and which would make great content that a much wider audience would want to share with their friends. They then used a combination of broadcast and on-line, editorial and advertising, to ensure that millions of people joined in with the sharing, creating a genuine word-of-mouth phenomenon. T-Mobile’s new brand positioning is “Life’s For Sharing”, based on the insight that the mobile phone helps us share the unexpected things that happen to us everyday with our friends and family. They needed to launch this idea to a broad target audience, with a specific requirement to drive word-of-mouth about T-Mobile. Their strategy centred on creating highly-talkable content, building a community around the content, and making it easily shareable using digital and social networks. The agency team created a dance event that would give commuters something unexpected to participate in and share, and which would make great content that a much wider audience would want to share with their friends. They then used a combination of broadcast and on-line, editorial and advertising, to ensure that millions of people joined in with the sharing, creating a genuine word-of-mouth phenomenon. Handset sales went up 22% during launch week Store footfall in January was the highest ever for T-Mobile Retargeting people who’d seen the brand ad online with a sales message improved response by a factor of three The viral nature of the dance content ensured that over 10m people viewed online Search volumes on “T-Mobile” went up by 38% during the campaign their YouTube channel had more subscribers than any other in January. Silver Cannes Lions Media Winner.

Agency: Saatchi & Saatchi London, United Kingdom.