T-Mobile: Messages
Brief: To launch T-Mobile’s new positioning Life is for sharing.
Creative Solution: Sharing all our media space with people, that they can start to communicate personal messages like never before.
Creative Execution: Anyone could place his very own personal message for someone in TV, cinema, radio, on billboard, or print for free. To create the message you could simply use our website tool, or your mobile phone.
Result: 1500 unique personal messages in TV, radio, cinema, prints & billboards. The highest Spontaneous awareness 22,9% and the highest Top of mind 11,3% of all advertisements in the market in January and February 2009. Source: GfK Young People Ad Monitor
Advertising Agency: MUW Saatchi & Saatchi, Slovakia
Creative Director: Rasto Michalik
Copywriters: User generated content, Creative team: Peter Rajcak, Milan Bielik, Zuzana Ferusova
Art Directors: User generated content, Creative team: Mario Poor, Ivo Zemanovic, Gergely Nemeth, Manuel Campagnoli
Partners: Hitchhiker Films, E-Motion
Mediaedge:cia, MUW Digital, iCommerce
Comments
instant ad. distinguished choice of color. Don't know if this is rememberable for sure that it creates brand recognition. (T Mobile doesn't need it though)
not sure if it's effective but it'd get peoples' attention anyway.
It's generous, not very creative, but sounds effective in terms of brand building.