Life's for sharing
The overall objective of the T-Mobile 'Singalong' campaign was to create another hugely engaging and popular integrated T-Mobile campaign as further evidence of the brand's commitment to sharing. In early 2009 "Life Is For Sharing" had been introduced across Europe with the "Dance" and "Rain of Flowers" campaigns. Now the brief was to create a single pan-European campaign which would marry the real-world participation and PR-ability of the former with the multi-market-ability of the latter.
The business objectives varied dramatically across the markets in which this campaign was to run. Space in this précis precludes a full discussion, but in summary: driving music download sales in Austria, delivering international roaming messaging in Macedonia, contract customer acquisition in Hungary, acquisition of new, and migration of pre-pay customers, to new tariffs in Croatia and Czech Republic and acquisition of new customers (both pay-as-you-go and contract) in the UK, while increasing sim-only share.
The communication objectives were aimed at communicating "Life Is for Sharing" and improving perceptions of key personality attributes.
Rather than shooting some nice ads in which some actors pretended to share stuff, the agency decided to create events so amazing that people just had to share them, creating a physical manifestation of T-Mobile's beliefs and capabilities. The brand may create the events, but in the end the events (and the communications around them) would create the brand.
After the success of "Dance", the idea formed to create an event in which the public would play an absolutely essential role a happening which simply would not happen without their participation, creating an experience which people (and the media) could not help but share with others. A huge public karaoke party in Trafalgar Square was created. And to make it just that much more share-worthy, the agency arranged for a special surprise guest to sing there Pink!
The Singalong campaign exceeded the objectives set. The music download sales increased in Austria by over 100%, while the acquisition target in Hungary was exceeded by over 7%. In Macedonia there was a 28% year-on-year increase in roaming activations and in UK new customer acquisition targets were exceeded by 42% & 16% respectively.
'Singalong' also managed to launch new tariffs, sell a lot of phones, attract thousands and thousands of new customers, up-sell some existing customers, gain some market share points and drive a lot of music downloads, delivering on or exceeding targets across six markets.