Thursday, May 7, 2009

Mobile Branding


"This campaign allows us to let people learn a bit more about us as a company on a more emotional level, whilst showing how our products and services are always on hand to enable sharing"
LYSA HARDY, T-Mobile


You are in London.

Standing in the middle of Trafalgar Square.

And some stranger hands you a microphone.

So you can accompany PINK in a karaoke version of "Hey Jude".



This is what went down last Friday as T-Mobile looks to repeat the success of their Liverpool Street Station mob dance. They handed out 2000 microphones in Trafalgar Square for this giant sing-a-long, all part of the "Life is Sharing" campaign.

PINK herself described the experience this way on her website:

"Hey Everyone:

Last night I got the chance to do a massive karaoke sing-a-long in Trafalgar Square as part of T-Mobile’s new advert. You might remember their ‘Dance’ advert filmed at Liverpool Street station. Anyhow, this is going to be just as cool, if not cooler.

What a fantastic experience! Everyone singing along together in the middle of London – it was incredible! I was thrilled to be a part of such an amazing event, and to share it with so many people.

Love,
Pink"


Earlier this year, T-Mobile planted ten hidden cameras at London's Liverpool Street Station with 350 dancers, disguised as commuters. Created by Saatchi & Saatchi, the video captured spontaneous reactions as the dance troupe performed their number.


"I'm not sure how I feel about the campaign as a whole.. but I was there.. waiting for a train! It was absolutely hilarious!! The music started up from no where then one guy started dancing in the middle of the room..then all of sudden I was in the middle of it! Some how I managed to start dancing with one of the pros shouting the moves to me.. I think the Ad's angle is 'Life is for Sharing' and I know it's a publicity thing... but it certainly made my day!" AMY FILMER 16/01/2009

T-Mobile is a group of mobile phone corporate subsidiaries (all under the ownership of Deutsche Telekom) that operate networks in Europe and the United States. The "T" stands for "Telekom." Globally, T-Mobile has 128.3 million subscribers, making it the world's eighth largest mobile phone service provider.

It’s rare when a commercial can make you feel good, and rarer still when the spot is generated by an otherwise faceless, impersonal conglomerate. T-Mobile has actually been able to use technology as a community enhancer which connects seamlessly to the whole idea behind the "Life is Sharing" campaign.

In much the same fashion as Barack Obama, the T-Mobile campaign looks to be a textbook example of emotional branding at the highest level.

What do customers know about your brand on an emotional level? How much are you willing to reveal?

Is there a genuine spirit about your brand you can share by using technology?


"In an emotional economy, success is judged by a profound and indelible connection with people through sensory experiences. If your brand doesn’t connect emotionally, you will have to rely on media or advertising hype, a short-term and risky proposition" MARC GOBE




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