T-Mobile Royal Wedding: Leveraging The Cultural Currency of the Moment

In early 2011, the news of the increased mobile signal coverage created by the merger of the T-Mobile and Orange mobile networks in the UK had interrupted the normal advertising of pay-monthly plans.

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...

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