Marketing Evaluation of T-Mobile’s Liverpool Street Station Viral Advert 10 th  December 2009
Agenda <ul><li>The Advert </li></ul><ul><li>Get – To – By  </li></ul><ul><li>Objectives  </li></ul><ul><li>Execution </li>...
 
 
Objective <ul><li>Compete effectively against their main rivals </li></ul><ul><li>Get people to engage with each other </l...
Execution <ul><li>Rush hour </li></ul><ul><li>1 choreographer, Briony Albert </li></ul><ul><li>8 weeks planning </li></ul>...
Tactics <ul><li>Breaking through the clutter, adapting flash mobbing to advertising </li></ul><ul><ul><li>Involvement of E...
Music Tracks <ul><li>“ Shout” (Lulu, 1964)  </li></ul><ul><li>“ The Only Way is Up” (Yazz, 1988) </li></ul><ul><li>“ Don’t...
Characters “ I felt a moment of love, it was connective and everyone was relaxed and happy for just those 5 minutes”
Targeting <ul><li>Who funded the advert? </li></ul><ul><ul><li>T-Mobile </li></ul></ul><ul><li>Who is the audience? </li><...
Human Need
Media Placement <ul><li>Premiered during an entire ad break in 'Celebrity Big Brother' on Channel 4 </li></ul><ul><li>60-s...
Media Placement
Effectiveness <ul><li>In a time of recession T- Mobile footfall increased by 5%  </li></ul><ul><li>Cost per customer acqui...
Life is for sharing Part II  <ul><li>Spawned another T-mobile event - Trafalgar square ‘Sing-a-long’ – April 30th 2009 </l...
Awards <ul><li>Cannes Lions 2009 Film Gold  </li></ul><ul><li>Cannes Lions 2009 Film Bronze  </li></ul><ul><li>Direct Gold...
Viewer’s Vote Making of: Original Advert:
Thank you Questions Any questions ....fool??? Emm....I could get used to this pink...sucker
References <ul><li>http://www.advertolog.com/t-mobile/adverts/t-mobile-dance-integrated-campaign-557441/ </li></ul><ul><li...
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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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  • How to cut through when you&apos;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: &amp;quot;&apos;Dance&apos; 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 &apos;Celebrity Big Brother&apos; 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 &amp; 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: &amp;quot;&apos;Dance&apos; 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 &apos;Celebrity Big Brother&apos; 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 &amp; 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 &amp; Saatchi London has been awarded this year’s film Trophy picture winning picture
  • Jazzy picture – questions etc
  • Tom Muldowney - T-Mobile Liverpool Street Station Advert Evaluation

    1. 1. Marketing Evaluation of T-Mobile’s Liverpool Street Station Viral Advert 10 th December 2009
    2. 2. Agenda <ul><li>The Advert </li></ul><ul><li>Get – To – By </li></ul><ul><li>Objectives </li></ul><ul><li>Execution </li></ul><ul><li>Tactics </li></ul><ul><li>Targeting </li></ul><ul><li>Media Placement </li></ul><ul><li>Effectiveness </li></ul>
    3. 5. Objective <ul><li>Compete effectively against their main rivals </li></ul><ul><li>Get people to engage with each other </li></ul><ul><li>Acquire consumers who spend £30/month </li></ul>
    4. 6. Execution <ul><li>Rush hour </li></ul><ul><li>1 choreographer, Briony Albert </li></ul><ul><li>8 weeks planning </li></ul><ul><li>8 routines combined into one </li></ul><ul><li>8 classic music tracks </li></ul><ul><li>10 hidden cameras </li></ul><ul><li>10,000 auditions </li></ul><ul><li>350 people selected </li></ul><ul><li>2,500 credit card size leaflets to say that the ad was by T-Mobile </li></ul>
    5. 7. Tactics <ul><li>Breaking through the clutter, adapting flash mobbing to advertising </li></ul><ul><ul><li>Involvement of Everyone </li></ul></ul><ul><ul><li>Footage used for online banner ads and digital screens </li></ul></ul><ul><ul><li>Creating Happiness in a time of recession </li></ul></ul><ul><ul><ul><li>“ Epidemic of joy” (The Sun, 2009) </li></ul></ul></ul><ul><ul><li>Used a mix of songs for young and old </li></ul></ul>
    6. 8. Music Tracks <ul><li>“ Shout” (Lulu, 1964) </li></ul><ul><li>“ The Only Way is Up” (Yazz, 1988) </li></ul><ul><li>“ Don’t Cha” (Pussycat Dolls, 2007) </li></ul><ul><li>“ Blue Danube Waltz” (Johann Strauss, 1867) </li></ul><ul><li>“ Get Down on It” (Kool & The Gang, 1981) </li></ul><ul><li>“ Since You’ve Been Gone” (Rainbow, 1979) </li></ul><ul><li>“ My Boy Lollipop” (Millie Small, 1964) </li></ul><ul><li>“ Do You Love Me?” (Contours, 1962). </li></ul>
    7. 9. Characters “ I felt a moment of love, it was connective and everyone was relaxed and happy for just those 5 minutes”
    8. 10. Targeting <ul><li>Who funded the advert? </li></ul><ul><ul><li>T-Mobile </li></ul></ul><ul><li>Who is the audience? </li></ul><ul><ul><li>Consumers who use a mobile phone or intend to own a phone </li></ul></ul>
    9. 11. Human Need
    10. 12. Media Placement <ul><li>Premiered during an entire ad break in 'Celebrity Big Brother' on Channel 4 </li></ul><ul><li>60-second version ran for two weeks </li></ul><ul><li>£1.2 Million worth of free media and press coverage </li></ul><ul><li>A YouTube channel was created </li></ul><ul><ul><li>Generated 16 million hits </li></ul></ul>
    11. 13. Media Placement
    12. 14. Effectiveness <ul><li>In a time of recession T- Mobile footfall increased by 5% </li></ul><ul><li>Cost per customer acquired declined by 24% </li></ul><ul><li>52% increase in sales from 2008 </li></ul><ul><li>80% from the intended top end of the market </li></ul><ul><li>The number of people who think of T-Mobile as their number 1 provider had tripled </li></ul>
    13. 15. Life is for sharing Part II <ul><li>Spawned another T-mobile event - Trafalgar square ‘Sing-a-long’ – April 30th 2009 </li></ul><ul><li>Over 13,500 people turned up </li></ul><ul><ul><li>without knowing what the event was </li></ul></ul>
    14. 16. Awards <ul><li>Cannes Lions 2009 Film Gold </li></ul><ul><li>Cannes Lions 2009 Film Bronze </li></ul><ul><li>Direct Gold Lion 2009 </li></ul><ul><li>Media Silver Lion 2009 </li></ul><ul><li>Clio Awards 2009 TV Gold </li></ul><ul><li>NYF 2009 TV/Cinema Gold </li></ul><ul><li>Epica d’Or 2009 </li></ul>
    15. 17. Viewer’s Vote Making of: Original Advert:
    16. 18. Thank you Questions Any questions ....fool??? Emm....I could get used to this pink...sucker
    17. 19. References <ul><li>http://www.advertolog.com/t-mobile/adverts/t-mobile-dance-integrated-campaign-557441/ </li></ul><ul><li>http://www.barb.co.uk/report/weeklyTopProgrammesOverview </li></ul><ul><li>http://www.coloribus.com/adsarchive/prints/t-mobile-dance-case-study-314851/ </li></ul><ul><li>http://www.coloribus.com/award_show_winners/Cannes_Lions/year2009/ </li></ul><ul><li>http://www.saatchi.co.uk/en/work/t-mobile_lifes_for_sharing </li></ul><ul><li>http://www.saatchi.co.uk/news/archive/dance_mania_at_liverpool_st_station_reminds_commuters_lifes_for_sharing </li></ul><ul><li>http://www.theadclass.com/campaigns/t-mobile-flash-mob-dance-life-sharing-ad-commercial-saatchi-liverpool-street-station-london   </li></ul><ul><li>http://theinspirationroom.com/daily/2009/t-mobile-dance-flashmob-in-london/ </li></ul><ul><li>http://wheresthesausage.typepad.com/my_weblog/2009/01/index.html </li></ul><ul><li>http://www.youtube.com/watch?v=VQ3d3KigPQM </li></ul><ul><li>http://www.youtube.com/user/lifesforsharing </li></ul><ul><li>http://www.youtube.com/user/lifesforsharing#p/u/718/uVFNM8f9WnI </li></ul><ul><li>http://www.youtube.com/user/lifesforsharing#p/u/723/9Jv6rHJiNhQ </li></ul>

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