Overview of presentation - The problems faced by T-Mobile Objectives: Business objectives and communication objectives Creative strategy as a solution Execution - An integrated approach: how T-Mobile utilised multiple channels including their use of digital in execution. Tone & approach. Use of digital Measurement of objectives Results
Kimberly Gray Ennis - C10321333
Problems faced by T-Mobile - Onset of recession in 2008 - Early 2009 over a third of people claimed they had cut their expenditure on mobile phones - Post-pay plans took a hit as publics began to monitor their spending. New contract acquisitions decreased from 634,000 in 2008 to 591,000 in 2009 (market average). - With significantly lower market share than competitors such as Orange, Vodafone and O2, T-mobile was at a distinct disadvantage. - Not only were the odds stacked against T-mobile in terms of market share, the network also scored low in measurements of brand equity. Brand equity in this case was based on the following characteristics; familiarity, distinctiveness, relevance, emotional connection, quality.
T-mobile needed more than a new pricing strategy to win back market share.
- Business objectives - to increase contract sales within the first quarter of the financial year. They recognised that in order to do this they needed to focus on building brand equity rather than engaging in tactical strategies such as price promotion.
- Communication objectives - to reverse the negative consumer perception around the T-Mobile brand.
- T-Mobile identified the publics desire for more social interaction. - Consumer insight: “I would like to have more friends and social interaction” - T-Mobile understood that they could provide that interaction. - Proposition: T- Mobile brings people together.
The creative challenge was to give the consumer a “reason to believe” that the brand understands what they are feeling during the recession. To reach the heart and mind of the consumer T-Mobile spoke to the consumer in their own language. The research showed that the consumer wanted to share more of their experiences with friends, so T-Mobile set out to create some content that belonged to the people and could be shared by all. T-Mobile decided to create an event that would go beyond the boundaries of traditional advertising. This event needed to be about the people, not the brand. The event took place in a typically unfriendly place; T-Mobile transformed the Liverpool Street Station into a scene that was compelling enough to make even the busiest commuter stop, stare, enjoy and share the experience. (Insert clip of ad to illustrate the experience)
Quick note on the style: To give the campaign authenticity, the piece was filmed in a CINEMA VÉRITÉ style. This make it feel as though it was not a big budget advertising campaign, more a spontaneous act of togetherness.
Media - The media strategy was simple, to gain the attention of the audience and to afford them the opportunity to easily share and enjoy the ad. This was achieved by adopting a multi-platform strategy.
TV - Awareness Supported by: Outdoor advertising, Youtube Channel, online digital advertising, interactive game.
Digital This was the main vehicle for people to share the ad They liked the content enough to feel it ‘worthy’ of showing friends which added to the sense of ownership. This further gave the consumer affinity with the brand. Integrating all forms of digital advertising increased engagement. Consumer awareness of the T-Mobile event was increasing.
The campaign was measured through:
Proof of sharing
20 million+ YouTube hits 68 Facebook groups
Proof of business success
Contract sales increased by 48%
15 million in increased sales Brand consideration increased by 2% Online searches for T-Mobile almost doubled from 1.6 million to 2.2 million
This campaign is a perfect example of how a brand can take an almost irreversible downward trend and turn it into an opportunity. Through listening to the consumer and resolving a tension, the brand has not only thrived and achieved its objectives set out, but has also contributed to the long term success of the business.
Tmobile pres ppt
Kimberly Gray Ennis 09/10/14
Life’s for sharing,
even in a recession
✤ Business Objectives
✤ Communication Objectives