T Mobile: Life's for Sharing

Story of the film

The enormous success of T-Mobile's 'Life's for Sharing' TV executions generated huge response in many media. In this filmed session from our 'TV Response: the new rules' event, Sam Taylor, Head of Advertising and Sponsorships of T-Mobile, explains how this didn't just happen by accident and what was learnt about anticipating and maximising TV's effect on all response channels.

Summary

T-Mobile Life's for Sharing campaign - built around events that people want to take part in and then share with each other - has given us some epic TV executions that have generated huge response in other media. In this filmed session from Thinkbox's 'TV Response: the new rules' event, Sam Taylor, Head of Advertising and Sponsorships of T-Mobile, explains how this didn't just happen by accident and what he has learned about anticipating and maximising TV's effect on all response channels

The challenge for T-Mobile in the UK was to own the sharing space without ramming mobile products down people's throats.

The campaign was launched on Channel4 with their Liverpool Street flashmob dance execution, and you can see how that looked in the ad-break here: a memorable moment to share, indeed.

Themes in this film include:

  • Was this an event, PR, viral of just good old fashioned TV advertising?
  • How they made the most of their production investment by re-cutting the wealth footage to make product ads and releasing new material over 5 months
  • The balance between brand TV and product demonstration or response ads.
  • TV's role as "the best launch platform".
  • How the ads performed (from awards to emotional scoring and consideration) and how DRTV responses were up over 50%, and TV becoming the most responsive DR channel, over press and over on-line.
  • How to sweat your assets and how to drive impressions across different audiences and different channels.
  • Engagement with Youtube and Facebook audiences and Peter Crouch!
  • How Social networking was used to activate 13,000 people for the Trafalgar square T-mobile ad.
  • How they came up with the 8th most successful interactive TV ad ever and reached the top of searched for ads on Google
  • How other channels build on TV activity.
  • The role of econometrics in maximizing effect of campaign elements
  • The power of great content and great creativity

Appearing on film:

Title was correct at the time of publish date

  • Sam Taylor, Head of Advertising and Sponsorships of T-Mobile
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