T-Mobile – Life's for sharing, even in a recession

Gareth Ellis and Martin Smith – Saatchi & Saatchi; Anna Berry, Steve Gladdis and Matthew Wragg – MediaCom

EDITOR'S SUMMARY

This was seen by the judges as another example of the power of ‘the big ad', and the power of social media to significantly amplify its effects. During the worst recession since the 1930s, T-Mobile faced diminishing returns in a contracting market; mobile phone usage was cut by a third, and T-Mobile was an unloved brand. Running counter to the prevailing actions of the cut-price offers from competitors, T-Mobile used the recession to revitalise the brand and win over new high value contract customers. The ‘Life's for sharing’ campaign was created to give people something they valued, to celebrate and share with their loved ones. A spontaneous dance at Liverpool Street Station was shared widely across television channels and online sites. The campaign led to unprecedented engagement in the brand, generating £15m in incremental sales and payback of £1.46 per £1 spent. This was undoubtedly an advertising event and its proof of effectiveness is particularly encouraging as we move into new areas where traditional and new media work together to create new forms of customer interaction and engagement.

CONTEXT: THE END OF THE PARTY