The unveiling of the 02 Apple iPhone had reigned supreme as the de facto media launch from a mobile operator that was, until the launch of the T-Mobile G1. With a programme comprising lightening reactions, stamina, and micro media management, the team delivered the technology story of 2009 for T-Mobile. From blanket coverage book-ending product announcement and availability to queues snaking down Oxford Street as dawn broke on the day the G1 hit the shops, the T-Mobile launch dwarfed 02 ’s iPhone in terms of media profile. It generated 720 pieces versus 02’’s 494, with T-Mobile the focus of 75% of articles, compared to 02 which was prominent in just 60%. The campaign had significant commercial impact too – T-Mobile’s G1 microsite which was publicised via press coverage received over 26,000 pre-registrations ahead of the product launch which the operator could then convert to sales once the device went on sale.

Announcement – 23 September The worldwide unveiling was set for 2pm BST – inconvenient timing for UK news deadlines. The team secured permission to host embargoed briefings on the morning of 23rd. 24 media were briefed under embargo on a 1-2-1 basis by just two spokespeople in the space of two hours.

Momentum Media profile was maintained for the T-Mobile G1 by announcing the availability date, pricing and the Android applications accessible at the launch.

Availability – 30 October To bank launch day coverage, key gadget writers were given a G1 under embargo ahead of availability. For news media, the T-Mobile Oxford Street store was opened at 7am, details of which were seeded on blogs to encourage gadget superfans to queue. Launch day saw a queue stretched down Oxford Street with TV crews, bloggers and photographers on the scene to capture the first person in Europe to own a T-Mobile G1.

Coverage (September – March 08) = 849- National: 80 print, 119 online- 30 Guardian stories and 23 Daily Telegraph stories - 34 broadcast: BBC News, Radio 1 Newsbeat, BBC Radio 4 and Channel 5 News Independent Metrica analysis - T-Mobile was the main focus of coverage in 75% of coverage. In comparison, 02 was prominent in just 60% of iPhone articles- 88% of coverage was favourable, 44% strongly so- AVE of £7.6 million compared with £3.9 million for the 02 iPhone launchMedia coverage helped to generate over 26,000 pre-registrations for the device between product announcement and availability.

Robin O’Kelly, Head of Corporate Affairs, T-Mobile UK said: “We knew we had a great story on our hands with the T-Mobile G1 but the quality of the coverage the team delivered, particularly the brand cut-through and messaging, exceeded all our expectations”.