T-Mobile: Singalong

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

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Campaign Details

Advertiser: Deutsche Telekom
Agency: Saatchi and Saatchi
Brand: T-Mobile
Campaign duration: April - September 2009
Campaign objective: Build, defend brand position
Campaign objective: Gain new customers
Country: Austria, Croatia, Czech Republic, Hungary, Macedonia, UK
Media budget (USD): > $20 million
Media used: Email marketing, Events, Internet display, Internet microsites, Magazines (consumers), Mobile, Newspapers (national), Newspapers (local), Online video, Out of home (all forms), Radio (local), Radio (national), Social media, Television (broadcast), Television (local), Word of mouth

Executive Summary