T-Mobile Royal Wedding: Leveraging The Cultural Currency of the Moment
Agency: Saatchi & SaatchiClient: T-MobileProduct: T-Mobile
Objectives
T-Mobile's Life's for Sharing campaign had created big, iconic, emotionally-engaging moments of shared connections which drove brand buzz and ultimately, sales. The normal cycle of advertising Pay Monthly at the start of the year had been interrupted in 2011 whilst the news of the increased coverage from the merger of the Orange and T-Mobile networks was communicated. This was important to drive long term brand consideration.
Whilst there was still some press activity for various handsets (which was...