T-Mobile
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life’s for sharing
who we had organised to make a surprise
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resulTs footfall across the retail estate. like ‘Dance’,
appearance – turned up to belt out karaoke ‘singalong’ created a huge amount of buzz.
classics from Hey Jude to A Little Piece of My ‘Dance’ led to a year-on-year sales increase of over five million people watched the full
Heart, reading lyrics from the biggest screen 52%, acquiring 143,000 new customers. cruc- four-minute edit on YouTube (not to men-
in europe. The event was covered extensively ially, 80% of these customers were at the top tion the scores of films posted by the public).
on international and national news, YouTube end of the market, spending more than £30 The largest facebook group has over 17,000
and on the phones of thousands of revellers. a month. nationally, T-Mobile stores enjoy ed members. We even saw an increase of 1.7
like ‘Dance’, the content from the event was record footfall, registering a year-on-year in- million viewers during the ad’s debut in the
used from store displays to TV. The event was crease of over 12%. ‘Dance’ saw us close the ad break in the Britain’s Got Talent TV show.
kept alive by a regional roadshow, where cities consideration gap on our nearest competitor and, like ‘Dance’, the public continued to
bid to win a visit from T-Mobile. a branded by 15% (from 35% to 20%) in the month after participate after the event, at music festivals
YouTube channel enabled people to watch all the event. amazingly, the viewership of TV and concerts.
the songs at the event, upload their own films show Big Brother went up (from three million
or take part in karaoke games. to 3.5 million) over the course of the debut
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suMMarY
TV adbreak. We attracted £1.2 million worth
Josh’s banD of free press and media coverage. it began as a desire to find a more inclusive
in the final event of 2010, we follow the in terms of broadening appeal, we and differentiated position for T-Mobile, but
efforts of Josh, a genuine customer, to create a received over 16 million hits on YouTube for ‘life’s for sharing’ soon took on a life of its
superband with T-Mobile’s ‘free texts for life’ ‘Dance’. We became the all-time second- own – a meme that shaped not just the brand
offer. We met Josh while filming a vox pop, and most subscribed YouTube channel in the uK strategy, but also the marketing strategy, the
in the spirit of ‘life’s for sharing’ we decided in the events category and 22nd worldwide. brand communications model, the media strat-
to help make his dream come true. We don’t over 95,000 people downloaded the film via egy and even how the work was produced.
know what will happen – the story is being bluetooth-enabled digital outdoor screens. it gave T-Mobile purpose, difference and
created as Josh shares his life with others. a The event inspired 68 facebook groups, the direction, and the opportunity to compete
docu ment ary film crew is following Josh from largest having over 4,500 members. ‘Dance’ with larger and better-resourced mobile
buying his sim card, to travelling around the was copied up and down the country, from brands. it remains their most potent equity
uK, trying to organise a huge gig for his band. school assemblies and a Trident/beyoncé and has brought them a firm place in the
each beat of the story will be told through flashmob to a first dance at a wedding and hearts and minds of the british public – proof
commercial spots and webisodes. oprah Winfrey’s season opener in chicago. that, these days, great marketing is about
This is Josh’s real life. You can find ‘sing’, which was more focused on doing, not just saying.
out how he is doing at myspace/joshwar d84. PaYg customers, led to an 11% increase in
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like ‘Dance’ and ‘sing’, the content created opt-ins during July and august. We matched
more case
during Josh’s journey will be amortised across the record low cost per response from studies at
other channels. ‘Dance’, while continuing to drive increased www.warc.com
ADMAP FebruAry 2010
DE 35-37 T Mobile Ellis.indd 3 1/22/2010 14:11:45
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