T-Mobile wanted to prove, on the biggest scale possible, that Life’s for Sharing.We wanted to create an event so memorable the public would feel compelled to share it. But after the success of the previous Dance campaign, we knew we had to do something on a much grander scale, where this time thousands of people could get involved and participate.We wanted both existing customers and new customers to join in and we wanted to involve ‘fans’ of the Dance campaign, whilst creating new fans as well.The event also had to be big enough, and have such broad appeal, that the content could create a three month integrated campaign that could run across six different markets.We also didn’t want to tell anyone what they’d be doing – so it would be a nice surprise if they turned up.

When T-Mobile invited the British public to be part of their next event, a staggering 13,500 people turned up to Trafalgar Square, not knowing what they were letting themselves in for.

13,500 people came to an event without knowing what it was, then sang karaoke together for an hour.150 user generated films appeared on YouTube.The facebook group attracted 17,000 fans.The YouTube films generated over 5 million hits.The YouTube page became the most viewed sponsored channel in the UK, 2nd in the world.There was a 1.7 million viewer increase for the debut advert in the UK, taking the total to 13.5 million.Over 200 newspapers and 20 news stations from around Europe reported the huge event, generating over £2.5 million worth of free media.This free media reached 14 million people within 24 hours and now stands at 42.5 million.Specific sales targets increased in each market:UK ‘SIM’ sales increased 61%Hungary contract sales increased 142%Croatia contract sales increased 150%Czech Republic ‘BaveSe’ sales increased 244%Macedonia ‘Roaming’ sales increased 28%Austria music downloads increased 50%