Skip to content

T-mobile; wanna dance?

18 January, 2009

T-mobile have just launched a new campaign telling us all ‘life is for sharing’.

It’s very good. Here’s the spot.

Lovely, lovely, lovely (though being ultra picky, I probably would have had a few more shots of folk getting their phones out and ‘sharing’ with others; that’s what the campaign is about after all. Then again, I’m no director).

Now, for me, it passes one fundamental test all our work should have to pass no matter what discipline you work in- the  “so what?” test.

PR people have been asking themselves this question everytime they pick up the phone to a journalist- “Why the hell would what I’m about to suggest as a potential story to the Ooh Arh Daily Star interest their readership?” Or at a micro level, “what am I going to say to hack X that means he/she won’t think I haven’t a clue how to do my job and thus avoid losing any shred of credibility I ever had with said journo”.

This is why the bits of writing in between the ads is called ‘earned’ media.

It’s a hard question to have to ask and many a tough conversation with a client is required to explain that not everyone is going to find e.g. your latest phone launch as big a deal as you are.

Cue the story-teller.

This particular story for T-Mobile has been well thought out and brilliantly executed. A TV spot will cut through into earned media if there is something of note about it; in this case a spontaneous group of a few hundred people dancing in Liverpool st- this is not normal… (although maybe not original but what creative idea is?- that’s a whole other post though).

Saatchis also clearly are thinging about how they are going to launch, sustain and develop the conversation around each component of the activity through creating relevant content at each phase. Having a proper content plan where you can phase particular key brand milestones in is smart. (As a quick aside, and sorry to bang on about it, but this is pretty much what a PR plan looks like but never mind).

Using Ogilvy’s 5 clues to engagement today, (yep, I know which side my breads buttered!) this campaign ticks the boxes and allows the campaign to develop little sub-plots within the main “life’s for sharing” story;

The brand as Connector- facilitating/connecting the conversation around all the mental dance routines you can find on youtube through the T-Mobile youtube channel.

The brand as a Co-op- bringing together people’s passion for dance, and creating a movement in what looks like a rally cry (“Join the Dance”) in February. This is important; showing consumers you’re going to do something with their effort to engage you.

The brand as a Curator- on the T-Mobile channel, compiling and filtering some of the best, worst, funniest and wierdest dances on the net, (so I don’t have to).

The brand as a Conduit- mobilising an army of brand ambassadors; check out the youtube comments and the positive coverage already.

Following these principles enables T-mobile to really engage in a dialogue with it’s consumers and possibly making us just that little less likely to say say “So what?” and that little bit more likely to say ‘yes’ when they ask us to dance.

About these ads
3 Comments leave one →
  1. nickfell permalink
    9 February, 2009 3:39 pm

    Seen this?

    A copy of a copy of a copy.

    http://www.psfk.com/2009/02/13000-flashmobbers-close-london-train-station.html

    • timwhirledge permalink*
      20 February, 2009 11:32 pm

      Big time. A copy of a copy of a copy.
      I guess my point was though that it was executed brilliantly and they’ve really made the a lot of the content that was generated. I think they could have amplified the launch with a bit more traditional PR support, but then I would say that wouldn’t I?! Point is, if you’ve got a story to tell and got some great visual content, broadcast PR in particular is, or should be, a given.

  2. 3 January, 2013 8:29 pm

    KKLA Sports Apparel Co., Inc was established in 2000 in ZeJiang, China. Now it has 12 brcanh companies around China. We are a worldwide wholesaler of Sports Apparel (Soccer Jersey,baseball Jersey,Basketball Jersey,Football Jersey,Icehockey Jersey). Our company consists of design, develop, produce, sale and service. Now we have more than 6 professional factories for our own products. Professional QC for professional products and service.You can mix NFL NFL MLB MLB NBA NHL Jerseysdifferent styles and sizes. And there is no mini order for you, Lowest price and Best service. Let’s be friends and business partner. Don’t hesitate to contact with us if you need anytime. We can supply those all NFL MLB NHL NBA Soccer Teams,such as NFL Teams: Atlanta Falcons Jersey , Chicago Bears Jersey , Green Bay Packers Jersey,Houston Texans Jersey , Minnesota Vikings Jersey , Oakland Raiders Jerse,Philadelphia Eagles Jersey , Seattle Seahawks Jersey , Washington Redskins Jersey,NHL Teams :Anaheim Ducks Jersey , Colorado Avalanche Jersey ,Columbus Blue Jackets Jersey , Hartford Whalers Jersey , New Jersey Devils Jersey , New York Rangers Jersey , Phoenix Coyotes Jersey , San Jose Sharks Jersey , Washington Capitals Jersey, NBA Teams: Chicago Bulls Jersey, Dallas Mavericks Jersey , Milwaukee Bucks Jersey, New Jersey Nets Jersey , Orlando Magic Jersey,Philadelphia 76ers Jersey , Toronto Raptors Jersey , Kobe Bryant Jerseys Jersey ,MLB Teams:Arizona Diamondbacks Jersey , Chicago White Sox Jersey ,Devil Rays Jersey , Milwaukee Brewers Jersey , Philadelphia Phillies Jersey, San Diego Padres Jersey, Seattle Mariners Jersey ,Tampa Bay Rays Jersey ,Soccer Teams: Arsenal Jersey , Inter Milan Jersey , Marseilles Jersey , 2011-2012 National Jersey , France Jersey ,Mexico Jersey and so on

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 1,784 other followers

%d bloggers like this: