BRAND OWNER: T-MOBILE
CAMPAIGN TITLE : LIFE’S FOR SHARING (DANCE)
DATE RANGE: 2009
COUNTRY: UNITED KINGDOM
BRONZE LION, CANNES 2009 – USE OF MIXED MEDIA
SILVER LION, CANNES 2009 – COMMERCIAL PUBLIC SERVICES
Despite an innovative and competitive offering, T-Mobile had fallen behind its competitors. People simply didn't know what the brand stood for. The old model of advertising new tariffs just wasn't working; we had less money than our competitors, and our advertising wasn't cutting through.
We needed a fresh approach that would create some excitement around T-Mobile, get people talking about the brand; win back some customers; and launch the brand positioning: 'Life's for Sharing'.
If you ask people what they love about having a mobile phone, they constantly talk about being able to share interesting or unexpected things that happen to them in their everyday lives - by calling, or texting, or, as increasingly happens, recording and passing-on photos or video clips.
So we decided to create an event that would provide content that embodies 'Life's for Sharing', create such excitement that people would share it; and ultimately, make great advertising. Additionally, we wanted to build a community around this content, and make it easy to share using digital and social networks.
What better activity to get people involved than dancing - anyone can do it, it's infectious, it's great to watch when pros do it, and better to watch when people with two left feet try. What better medium than YouTube for us to partner with to provide a platform for people to share the content.
The event featured 350 dancers who startled commuters at Liverpool Street station by breaking into a choreographed routine, hundreds of people couldn't help joining in. On the day of the event we set up a Life's for Sharing channel on YouTube. Soon after the event, footage was making its way on to YouTube, as people shared the surprise with their mates and anyone else who wanted to watch. We created a film of the event which premiered on TV just 36 hours after the shoot. Our 2½ minute film ran during Celebrity Big Brother and was introduced from within the programming by the announcer, which increased the sense of "event". The end-frame of the film directed viewers not to T-Mobile's webstore, as was usual for their advertising, but to the YouTube channel. This ignited the viral spread of the campaign. The channel quickly became a busy home for user generated content, as many people spoofed our film recreating the dance event in other unexpected places.
We also slow-released more content to the site including celebrities doing the T-Mobile dance and a "making of" video, ensuring there would be plenty of reasons to keep coming back to the channel. We used global-first aggregator technology which pulled the best, worst and weirdest dance clips from across the whole of YouTube to our channel, further enriching the content. We also seeded the digital content out to bloggers, who helped drive record-breaking views of the video on a global basis.
Viewing increased during our TV film premiere from 3 to 3.5 million. The film has been watched on YouTube over 12 million times with nearly 12,000 comments from consumers.
Our sponsored channel is the most viewed in the UK of all time, and the second most viewed globally. There are now more than 50 Dance Facebook groups, the largest of which has over 4,600 members. With 95,000 downloads in just two weeks, it was the most popular outdoor Bluetooth campaign to date. Search volumes on "T-Mobile" went up by 38% during the campaign. From campaign launch, T-Mobile's word of mouth tracking more than doubled, making it the category leader.
Most importantly, in a year when national high street sales were at an all-time low, T-Mobile stores received record footfalls. Handset sales went up 22% during launch week. In the height of a recession T-Mobile sales grew a massive 52% versus the same period in the previous year. 80% of these were at the intended top end of the market who spend more than £30 a month
This new media strategy represented a brave move for us and was a resounding success. Not only did we capture the imagination of the nation but we also delivered for the business.
Lysa Hardy, Head Brand Communications, T-Mobile, UK