Campaign: Consumer - T-Mobile customers enjoy their 'Night In'

Campaign: T-Mobile Night In
Client: T-Mobile
PR team: Brands2Life
Timescale: June-September 2010
Budget: £100,000

Brands2Life was asked to launch T-Mobile's new customer loyalty scheme, Night In, a movie and game rental offer with Blockbuster.

OBJECTIVES

- To drive awareness for Night In

- To encourage submissions to the ad campaign via T-Mobile's YouTube channel.

STRATEGY AND PLAN

Because a sofa is inextricably linked to watching a DVD at home, the agency created a giant T-Mobile pink sofa to be the centrepiece of a picture story and a brand engagement event. Brands2Life tracked down the prop company behind Dr Who to build the sofa, which was situated in Covent Garden. Girl band The Saturdays were recruited to sit on the couch for a photo-shoot. T-Mobile customers, who were alerted via T-Mobile's Facebook and Twitter channels, were then invited to sit on the sofa and audition for the ad campaign.

MEASUREMENT AND EVALUATION

The campaign generated 103 pieces of coverage, including the Daily Mirror, The Guardian, in which it was picture of the week, Mail online, Telegraph online, OK!, Star and Heat. Broadcast coverage included Capital FM, Heart FM and Living TV.

RESULTS

More than 150 auditions were filmed on the pink sofa, with one auditionee being selected to star in a TV ad.

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