Contest’s participants had to record a karaoke song and place it on our microsite where the proposition was also presented. They could do so on the microsite itself or there were other ways to record the video. They could sing in T-Mobile shops or in selected karaoke bars.

In cooperation with the biggest cinema network, we organised a karaoke road show which was promoted from the cinema’s budget. On four subsequent weekends in four different towns, people had the chance to give a karaoke performance in front of a Trafalgar screen in the cinema foyer and after they could see themselves on cinema screen before the beginning of the movie.

A special pink T-Mobile taxi was cruising around Prague in locations with high concentration of youth. Passengers could take a free ride, during which they were recorded giving a karaoke performance. Nobody could escape from the karaoke mania that we had developed.

The campaign was extremely successful. Thanks to a fully integrated campaign, vehicles with high engagement potential and our great microsite we achieved amazing 65% prompted awareness and 48% spontaneous awareness among our target audience (benchmarks were 43% and 22% respectively). The campaign also had a huge word-of-mouth and PR impact.Data from the microsite reflects overall success of the campaign. It had around 400,000 unique visitors (our ambitious benchmark was exceeded by 33%) of which 65,000 participated in the contest. During and after the campaign we achieved 244% increase of activations of the communicated tariff.