'The Rematch' is an event thirteen years in the making.With T-Mobile's new subscription (Relax) that allows extra calling minutes and texts, Martijn, a 39 year old carpenter from a village called Durgerdam, hoped to bring back his old football team from 1997. His team (DRC) had won the local Championship in 1997, but sadly, his life's greatest moment was then witnessed by a grand crowd of THREE people! He hoped to have a rematch against the same opponents, but this time - he wanted his entire village to see them play!Over a period of two months - Martijn called and called (to right numbers and wrong numbers) and brought back the exact same teams.The entire nation followed his progress over a TV/Print/Radio/Outdoor/Online campaign, a dedicated YouTube Channel, Hyves (Dutch Facebook), and Twitter feed.And on March 13th, his dream day arrived, as did his entire village!

JAN 01 - 20Street Interviews - What would you do with these extra minutes and texts?Public answers led to TV, PRINT, OUTDOOR, RADIO, ONLINE advertising.JAN 21 - FEB 28We chose one answer that captured everyone's imagination - Martijn's 'REMATCH'. He became the hero of the next phase of TV, PRINT, OUTDOOR, RADIO and ONLINE. As national curiosity grew, we followed Martijn as he made his phone calls, generating content for more TV and ONLINE. We gave Martijn's girlfriend a camera and she recorded his daily ups and downs to a dedicated YouTube channel. He maintained a Hyves (Dutch Facebook) page. His progress was tweeted by T-Mobile. Dutch Celebrity Coach Ton Ojers volunteers time to coach Team Martijn, generating more publicity.MARCH 13The Rematch - a LIVE outdoor event witnessed by his entire village, which then became a TV and ONLINE film.

T-Mobile Netherlands had never before ventured into a campaign with an emotional layer, let alone a Reality-TV-Ad-Series.Using 'real' people and 'real' answers at the start of the campaign helped the Dutch public see T-MobileNL in a new light as results proved immediately: Overall Brand Personality KPI - 15% increase (Inspirational - 35% increase, Enjoyment - 43% increase). The story of Martijn had so much innocence, nostalgia and heart that it readily captured public attention and heart. There was national media attention from the start of the story. He was the boy-next-door trying to bring back old friends for a football match.At the time of writing this case presentation:• T-MobileNL has an increase in market share by 40%• Current market share indices: Vodafone - 22%, T-Mobile - 39%!• 21% above target on Acquisitions.• 43% above target on Renewals.• 27% above target on eSales.