Cannes Lions

MYCOMMUNITY SERVICE

PUBLICIS GROUP AUSTRIA, Vienna / T MOBILE / 2011

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Overview

Entries

Credits

Overview

Execution

The heart of the campaign was a real consumers project: Philippe’s project. The 20yo Philippe walked 863km on foot through Austria. He organised his entire journey, the route, lunch invitations, sleeping places etc ONLY with the help of his smartphone and his social media community. He didn’t spend one penny, even better he raised funds. His motivation was to raise awareness of HIV/Aids, a purpose that fits the T-MOBILE Community Social Responsibility programme perfectly.

His 5 week walk through Austria was the perfect proof that you can make anything happen with the power of your community and the T- MOBILE social media smartphone service.

Social media, PR, media co- operations, events and classical advertising worked together perfectly in this cross media campaign. On facebook Philippe found new friends every day that helped him to go on. 36 daily episodes on TV told his story. Press, posters and TVCs explained the product and drove sales.

Outcome

The results were outstanding.

PR created nationwide press, tv & radio coverage.

Philippe’s project became the talk of the country.

+ 60.000 facebook fans in 5 weeks (the no. 4 facebook page in Austria)+ 15.000.000 online impressionsSales were remarkably above expectations.

Hundreds of people accompanied Philippe on his way.

And most importantly HIV tests amongst teenagers grew by 25%.

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