Titanium > Titanium and Integrated
SINGALONG
SAATCHI & SAATCHI, London / T MOBILE / 2010
Awards:
Overview
Credits
Overview
CampaignDescription
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.
Effectiveness
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%
Implementation
We released a teaser on youtube and sent out ‘pass it on’ texts to T-Mobile customers inviting people to Trafalgar Square.We had no idea how many people would actually show up, but by 6pm a staggering 13,500 people had come to Trafalgar Square to take part.The world’s largest LED screen then burst into life, microphones were handed out and it was finally revealed that the next T-Mobile event would be a mass karaoke during London’s rush hour.The event was shared across Europe, with TV news and newspapers reporting it.Footage was edited for radio, print, poster, direct press, retail advertising and 25 TV commercials. Unique edits were also created for digital outdoor and online.A facebook group was set-up and they voted which song should be edited and uploaded to the YouTube channel.The Sing-along then toured the UK, and played at festivals so more people to join in.
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