T-Mobile: Angry Birds Live

Saatchi & Saatchi Milan

Advertiser: Deutsche Telecom
Brand: T-Mobile
Country: Italy

Objectives

Business Objective:

  • Increase overall revenue for Deutsche Telekom by €20mn y.o.y, Q3, 2010 to Q3, 2011

Marketing Objective:

  • Increase penetration of smartphones with data plans in market by 10 percentage points within our core target audience of pre- and postpaid users, 14-35 year olds within one quarter of the campaign being launched.

Communications Objectives:

  • Improve brand approval scores by 10%;
  • Double purchase intent to attach data plans;
  • Improve fame and salience for the brand through positive PR and viral activity.

Strategy