Best Use of Broadcast, Film, or Video 2016

Porter Novelli's humorous pet-themed campaign for T-Mobile won over judge's hearts -- and exceeded all its objectives.


Porter Novelli, Vossler, and T-Mobile
T-Mobile Pets Unleashed

This April Fools’ Day campaign was centered on a video announcing a mobile plan
for pets. Its goals included increasing awareness of T-Mobile’s consumer-first attitude and positioning it as on par with Google and other tech companies.

The video shows pets using phones while voiceovers slam competing carriers for "hating puppies" and tout T-Mobile’s points of differentiation — real and even fictitious "revolutionary apps," such as Pet Tinder and Pet Chat.

Overall messaging stressed that T-Mobile fixes pain points and ensures all family members stay connected.

Judges felt the effort was "clever, fun, effective, and well-aligned" with the brand.

"A great concept in an oversaturated market," opined one judge. "The video included cute and humorous scenes."

"Fun, attention-grabbing," noted another adjudicator. "It capitalized perfectly on an already daring brand. It was believable and convincing when most usually aren’t." 

Sending the Pets Unleashed video and a teaser pitch to media the evening of March 31 helped ensure inclusion in April 1 morning broadcast coverage, social conversations, and the first iterations of media "best-of" April Fools’ Day round-ups. Playing it straight with media also helped grab attention.

A cheeky blog post by T-Mobile CEO John Legere led visitors to a mock website with the pet-plan offer.

The campaign far exceeded all objectives. Results included 229-plus earned placements (more than 600 million impressions) across top-tier consumer, business, and technology publications.

Placement was also garnered in 77% of all best-of April Fools’ Day round-ups in tech and general consumer outlets (the minimum goal was 50%). Tech Crunch even made the Google connection, noting "that’s some Google-level April Fools’ video quality, T-Mobile. Good job."

The video garnered 76,000-plus YouTube views in one day. Moreover, the company donated nearly $10,000 to the Humane Society ($1 for every visitor to the mock website).

Honorable Mention

Edelman and Church & Dwight/Trojan
Trojan 50 Shades of Real Pleasure: A Parody

To align Trojan with the movie Fifty Shades of Grey and drive social engagement and sales of the brand’s pleasure products line, Edelman developed a campaign centered on a video of a therapy session in which a couple discusses hilarious failed attempts to spice up their sex life. It was a different approach for Trojan, which typically eschews sexually explicit content. Judges found the video timely, highly relatable, witty, and clever. Results included 3.59 million views (mostly on Facebook); a 35% jump in lubricant sales; and a 70% increase in website traffic (nearly 90% were new visitors) and Twitter followers.

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