Tom Muldowney - T-Mobile Liverpool Street Station Advert Evaluation
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A marketing evaluation of the now infamous T-Mobile viral advert set in Liverpool Street Station. Here I look at the success and reasoning behind the advert and also the mass effect the advert had on it's customers and potential prospects. This evaluation was part of my MBS Digital Marketing in DCU, Dublin, Ireland.
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Tom Muldowney - T-Mobile Liverpool Street Station Advert Evaluation
- 1. Marketing Evaluation of T-Mobile’s Liverpool Street Station Viral Advert 10 th December 2009
- 9. Characters “ I felt a moment of love, it was connective and everyone was relaxed and happy for just those 5 minutes”
- 11. Human Need
- 13. Media Placement
- 17. Viewer’s Vote Making of: Original Advert:
- 18. Thank you Questions Any questions ....fool??? Emm....I could get used to this pink...sucker
Notes de l'éditeur
- How to cut through when you're the number 4 brand, up against 3 bigger competitors who are out-spending you (O2, Vodafone, Orange), in a low-interest category (people are much more interested in the phone than the network).
- http://www.youtube.com/user/lifesforsharing#p/u/718/uVFNM8f9WnI Non agressive
- Although flash mobbing isn’t new, it has not been utilised by advertising before. Over saturated market of advertisements stand out innovative
- “ Its music that tells you how to dance” – i.e twist and shout, get down on it....
- Old lady – bad mood going in, good coming out
- Business men to pensioners
- T-Mobiles, Head of brand and communications, Lysa Hardy told Brand Republic; “’Dance’ brings to life the fact that there are often unexpected, wonderful, exciting things that happen that you want to be able to share with your friends and family “ 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, head of brand and communications at T-Mobile, said: "'Dance' brings to life the fact that there are often unexpected, wonderful, exciting things that happen that you want to be able to share with your friends and family. http://www.brandrepublic.com/News/873942/T-Mobile-unleashes-guerilla-dance-routine-Liverpool-Street/ even reported the launch time for the commercial. where people could learn the dance, add their faces to it, watch the many tribute dances from both the public and celebrities (Kelly Brook) Premiered during an entire ad break in 'Celebrity Big Brother' on Channel 4, less than 48 hours after filming began 3.3 million 60-second version ran for two weeks £1.2 Million worth of free media and press coverage The live event was reported by 6 TV news stations, including ITV news 14 national, local and regional newspapers, including The Times, The Guardian and The Sun 19 regional radio stations, including BBC London, Digital outdoor, online advertising, radio ads, Print & Poster, direct press and retail P.O.P. A YouTube channel was created Short video http://www.saatchi.co.uk/en/work/t-mobile_lifes_for_sharing
- Lysa Hardy, head of brand and communications at T-Mobile, said: "'Dance' brings to life the fact that there are often unexpected, wonderful, exciting things that happen that you want to be able to share with your friends and family. http://www.brandrepublic.com/News/873942/T-Mobile-unleashes-guerilla-dance-routine-Liverpool-Street/ even reported the launch time for the commercial. where people could learn the dance, add their faces to it, watch the many tribute dances from both the public and celebrities (Kelly Brook) Premiered during an entire ad break in 'Celebrity Big Brother' on Channel 4, less than 48 hours after filming began 3.3 million 60-second version ran for two weeks £1.2 Million worth of free media and press coverage The live event was reported by 6 TV news stations, including ITV news 14 national, local and regional newspapers, including The Times, The Guardian and The Sun 19 regional radio stations, including BBC London, Digital outdoor, online advertising, radio ads, Print & Poster, direct press and retail P.O.P. A YouTube channel was created Short video http://www.saatchi.co.uk/en/work/t-mobile_lifes_for_sharing
- 16 million YouTube hits - 24,180 ratings with14,792 comments 43 Facebook groups set up £1.2 Million worth of free media and press coverage A record footfall, with a 5% increase on last year Cost per acquisition declined by 24% 52% increase in sales from last year – during a recession 80% of these customers were from the intended top end of the market The number of people who think of T Mobile as their number 1 provider had tripled
- Shows enthuasism reference
- Sa Prestigious atchi & Saatchi London has been awarded this year’s film Trophy picture winning picture
- Jazzy picture – questions etc