campaignlive.co.uk, Friday, 05 November 2010 12:00AM
Entrants: Saatchi & Saatchi, MediaCom
Authors: Gareth Ellis, Martin Smith, Saatchi & Saatchi; Anna Berry, Steve Gladdis, Matthew Wragg, MediaCom
Credited companies - Creative agency: Saatchi & Saatchi; media agency: MediaCom; research agencies: Harris Interactive, OTX Research, GFK Research
Media used: Ambient, cinema, direct marketing, interactive, magazines, mobile/apps, newspapers, online display, PR, radio, sales promotion, search, TV, viral/social media, website/microsite
IN A NUTSHELL
This multifaceted campaign enabled T-Mobile to win over new high-value customers, leading to unprecedented engagement with the brand, and a payback of £1.46 per every £1 spent.
During the worst recession since the 30s, T-Mobile faced diminishing returns in a contracting market; mobile phone usage was cut by a third, and T-Mobile was an unloved brand. Running counter to the prevailing actions of the cut-price offers from competitors, T-Mobile used the recession to revitalise the brand and win over new high-value contract customers. The "Life's for sharing" campaign was created to give people something they valued to celebrate and share with their loved ones. A spontaneous dance at Liverpool Street Station was shared widely across TV channels and online sites. The campaign led to unprecedented engagement in the brand, generating £15 million in incremental sales and a payback of £1.46 per £1 spent.
T-Mobile took a huge risk with this campaign, but it paid off with incredible results, cutting through a very difficult market, and actually creating an innovative, fresh genre for the industry.
Jude Bridge, director of marketing, communications and campaigns, Save the Children.
This article was first published on campaignlive.co.uk