Saatchi & Saatchi T-Mobile
I know the advert is old now and has been analysed by most but I loved it so much I could not help but place a small post with my thoughts on the blog!
Would you expect anything less from Saatchi & Saatchi? They have delivered again with this truly exceptional advert that fuses live experience/ experiential marketing with TV advertising to great effect. They truly demonstrated the use of the T-mobile network by providing a unique experience, which was filmed by the public on their personnel phones. This initial experiential activity would have generated word of mouth on huge scale alone, backed up with a TV advert its reach and appeal has been enormous.
The sumptuous dancing surprise that brightened up London commuter’s day was secretly filmed, turned around within 48 hours and initially aired in the ad break of Big Brother.
What can we learn from this innovative approach? The dynamic combination of media channels combined to create this campaign allowed word of mouth to fly through multiple touch points before the advert was aired (Youtube, Tweeter, Blogs, Facebook, Bebo). Not only did this create buzz but also relevance to the consumer when first viewing the advert. Where another advert may have been skipped by the viewer, the sense of anticipation and of being in the know would have added to emotional impact strengthening brand connection.
The viral marketing posted on youtube was organically grown and reactionary to an engaging and entertaining stimulus. It leaves the question If you do not have a phone with these capabilities, do you feel a bit left out?
Truly one of the best adverts of early 2009 and an exceptional use of social media, organic viral marketing, mobile communication and TV.
Similar adverts which may be of interest and possibly inspiration to Saatchi & Saatchi are below.
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