Cannes Lions

Roling on the 4G network

ETCETERA, Amsterdam / T MOBILE / 2016

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The creative concept was to showcase T-Mobile’s superior 4G network performance by creating two fully mobile broadcasts from moving studios fitted inside busses. First for the world’s first live visual radio broadcast, followed by two more busses for the world’s first mobile streaming gaming tournament.


In order to generate sufficient hype for the events we used T-Mobile’s owned media and base communications as well as the aggregated reach of the media partners involved (Radio538 and IGN). Additional reach was created before, during and after the events by the participating online celebrities. The two events were linked by the overall theme of the campaign: ‘T-Mobile’s new 4G network gives more to The Netherlands’.

The first event was launched primarily on Radio538 with promotional radio spots to announce the event and generate participation from the regular listeners. The gaming event was launched with IGN to leverage their reach and credibility within the Dutch gaming community.

With targeted teasers and online content we augmented the total reach of the campaign before, during and after the events.


The campaign succeeded in significantly improving T-Mobile’s network quality perception. In the continuous brand tracking results an increase was noticeable that had previously not been realized.

Because both events were so daring and innovative, they attracted more respective media channels viewers than regular broadcasts. The online visual radio stream of Radio538 was viewed by 20% more people than normal and the IGN channel was seen by 70.420 viewers, which was their all-time high. The 4G gaming event generated a total of 46.574 likes for the online content published during the event. The events respectively generated a coverage of 2.8 spatie te veel million people for the Music and 4.4 million people for the Gaming broadcast.

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