How do you launch T-Mobile’s new movie and game rental customer loyalty offer, Night In, and super-charge auditions for the accompanying user-generated advertising campaign? You think big with a super-sized pink sofa.

The giant sofa formed the centrepiece of a campaign that continued T-Mobile’s reputation for ambitious, audacious events done on a large scale that brought high profile locations to a standstill, which it developed through its iconic Liverpool Street Station 'Dance' and Trafalgar Square 'Sing' campaigns.The Big Sofa campaign delivered a nine-fold increase in auditions to take part in Night In ads on T-Mobile’s YouTube channel, drove widespread awareness of Night In via 103 pieces of quality, on-message media coverage and three high profile events (equating to a total OTS of 193 million), and helped get over 200,000 people to take up the Night In offer during the campaign period.

We tracked down the prop company behind Doctor Who to build a sofa measuring 7 metres wide by 5 metres high which was erected in key footfall areas in London, Birmingham and Leeds.

The campaign was kicked off with a one day event in London’s Covent Garden which saw girl group of the moment, The Saturdays, climb on the colossal couch for a photocall attended by over 30 photographers. Regionally, a local celebrity was recruited to scale the sofa for a photocall.

The sofa was teased on Facebook with images posted of the sofa in various stages of construction. At each stage of the tour, the sofa was pre-publicised on local events websites and via T-Mobile’s Facebook, Twitter and YouTube venues. And those who came along to the Big Sofa events were encouraged to go to Facebook and YouTube after the event to see images and of course view their audition.

Awareness • 103 pieces of coverage were generated, with 193 million opportunities to see• Coverage highlights included the Daily Mirror, Daily Star, The Guardian, Mail Online, and Telegraph Online, broadcast coverage on Capital FM, Heart FM, Live at Studio Five and Living TV, and lifestyle coverage included OK!, Star, Now and HeatAuditions • 150 auditions were filmed on the sofa, generating a nine fold increase (compared to just 16 entries before the campaign)Redemption • Redemption reached its peak for the first three months during the week of the Covent Garden event• 220,000 people redeemed the offer during the campaign periodMessages• The campaign messages were strong – for example, the Mail Online piece featured six T-Mobile Night In mentions – including the headline • The sofa’s distinctive T-Mobile’s magenta colour delivered visual branding across all coverage.The campaign delivered a return on investment of 102% for T-Mobile