Feature

IPA Effectiveness Awards 2010: Silver Award - T-Mobile

Title: Life's for sharing, even in a recession

Client: T-Mobile

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.

SUMMARY

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.

JUDGE'S COMMENT

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.

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