T-Mobile is out with a new unconventional campaign. Once again, more than the offline action itself, it’s the TVC like a “recap” video of the action that is aimed to generate word of mouth and awareness.
The concept to communicate here is pretty straightforward. Nobody likes nasty surprises when it comes to telephone bills. Same on the streets, nobody likes to receive an unexpected, unfair ticket, as a candid camera kind of action clearly shows.
In The Netherlands, a social movement is born to protect the free use of the magenta colour in communication materials. The fight has begun recently, when mobile carrier T-Mobile has started a legal fight versus a series of Dutch brands such as Slam FM, Compello and 100% NL which magenta in their logo. Basically T-Mobile claims it owns the rights to use magenta in commercial materials, saying the registered them at the Oami… It’s such a silly thing! I remember a similar case a few years ago, when Easy entered the mobile phones market and Orange started a legal action against easyMobile over its use of the color orange to promote telecommunications services. I don’t know the end of the story, but I think it’s curious to note mobile carriers have a complex with branding colours…
From Germany, a tough challenge for those who love talking for hours and hours on their mobile. Organized by T-Mobile, the contest see teams of 2 people aged 18 to 25 constantly talk to each other, day and night. The team that shuts the talking for more than 10 seconds, is striked out. Every two hours, each participant gets a 10 minute break (eat/drink,toilet etc). The other talker has to continue talking to himself and if the team member doesn’t return on time, they are also striked out. The team that resists until the end wins 10k… I feel like I’ve heard about similar ideas before (I remember a “longest kiss challenge”, for example), but in this case I like the fact that the contest is very much linked to the product they’re promoting: a flat rate for mobile phones… talk as much as you want, the price remains the same…
In the UK, mobile carrier T-Mobile has started an in-game advertising campaign to promote its Mates Rates pay-as-you-go tariff. As reported on New Media Age, the campaign targets 15 to 24 years old gamers, with in-game banners and ads displayed while they wait for the game to start. An advergame, distributed via email, is also part of the promotion.
In the UK, T-Mobile is online with an advergame with an amazing viral potential. It’s called The Beautiful Game, and challenges users to perform their best as streakers… It’s sexy (maybe not in the first level , it’s funny and it’s very British!
U-Fix is a new billing service now available from T-Mobile in the UK. In order to promote its launch, the carrier has created a massive online campaign. Digital Bulletin reports the creativity is by Saatchi & Saatchi and Glue London. Online ads featuring the message “If only life was as predictable as U-Fix” will run on the major UK portals with the aim of raising awareness and driving traffic to T-Mobile’s dedicated site.
According to a TNS survey commissioned by Marketing Week, of the eight main Euro 2004 official sponsors, only fast-food chain McDonald’s and soft drink giant Coca-Cola performed well for what concerns brand recognition. CNN Money reports mobile phone operator T-Mobile was identified as a main sponsor by just three percent of respondents, despite a multi-million-dollar promotional campaign, almost as many people wrongly associated rival Vodafone with Euro 2004 sponsorship
T-Mobile will offer MMS news to cycle racing fans who want to be updated about the Tour de France, starting tomorrow. On its multimedia portal in the “t-sports” section, users will be able to download pictures of Jan Ullrich (who runs in the T-Mobile team), as well as maps of the race’s routes, and a mobile game “T-Mobile team on Tour”. Smsmich (in German) reports users will also be able to sign up for daily MMS news with comments and race’s standings. Prices are quite high, but in line with EU market standards: background pictures cost 1.49 �, the mobile game is 3.99 �, ringtones are 1.99 � and the MMS news are worth 0.59 � per message.
Face of the Fans is an MMS-based initiative by T-Mobile to promote its football sponsorships. Glue London (which developed the application) explains the campaign involves T-Mobile soccer squads taking MMS pictures in stadium before a match capturing the ‘face of the fans’ and these images are instantly sent to a dedicated website where they can view a huge gallery of images split by club. Visitors can then vote on any images, including their own, as well as send a viral email of any image to friends.
Finnish mobile game developer Sumea Interactive has partnered with T-Mobile to publish the official EURO 2004� FOOTBALL game for mobile phones. The press release says the game is an easy-to-play mobile football simulator modelled on the European Championship Tournament in Portugall. It is available now to year-end to over 85 million T-Mobile subscribers in Austria, Germany, Great Britain, the Netherlands, Croatia, the Czech Republic, Poland, Slovakia, Russia and Hungary. Graham Thomas, Vice President of Content Services at T-Mobile commented:“As one of only eight Official Partners of UEFA EURO 2004�, T-Mobile is eager to deliver the best mobile content and entertainment to football enthusiasts and game players alike”
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