Titanium > Titanium and Integrated
DANCE
SAATCHI & SAATCHI, London / T MOBILE / 2009
Awards:
Overview
Credits
Overview
Effectiveness
It had a staggering 13 million hits on YouTube, and counting.The 12th most all-time viewed in the Entertainment category on YouTube (UK).There’s 43 Facebook groups, the largest with over 4,500 members.It’s the most viewed commercial in the last 365 days on ViralVideoChart.com2,500 blogs shared it with the world.The T-Mobile YouTube Channel is the UK’s second most subscribed channel ever.National T-Mobile stores enjoyed record breaking footfall.The number who think of T-Mobile as their number 1 provider has tripled.T-Mobile had the lowest cost per response, ever.T-Mobile’s cost per acquisition declined by 24%.In a recession, T-Mobile had a 52% increase in sales from last year.
80% of these customers were the intended top end of the market, who spend more than £30 a month.It was re-enact around the country, from a flash mob of 1300 people to a couple’s first wedding dance.
Execution
At 11am on 15th January a single commuter started dancing. Moments later hundreds more joined in, including hundreds of genuine members of the public. Everybody there enjoyed a moment worth sharing.The live event was reported by 6 TV news stations, including ITV news and London Tonight. They even reported the launch time for the commercial.14 national, local and regional newspapers, including The Times, The Guardian and The Sun (who described it as ‘an epidemic of joy’) reported it.
19 regional radio stations, including BBC London, LBC & Heart, shared it.The event aired, in a full length commercial break.Rushes were re-cut for brand and product TV, digital outdoor, online advertising, radio ads, Print & Poster, direct press and retail P.O.P. A branded YouTube channel was created where people could learn the dance, add their faces to it, watch the many tribute dances from both the public and celebrities.
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