Following on from T-Mobile’s famous ‘flash mob’(which was technically a well choreographed dance routine rather than a flash mob) at Liverpool Street station in London, T-Mobile has come back with a hugely entertaining piece of video content that plays on human emotions.
Filmed at London’s Heathrow Airport Flight arrivals, ‘Welcome back’ involved:
- 300 choir members
- 18 hidden video cameras
- Human musical instruments
- Lots of unsuspecting people getting off planes in the arrivals terminal
The objective of the exercise for T-Mobile from a marketing perspective was to use the emotional aspect of an Airport arrivals to get people crying from happiness, and simply associating their brand with this happy content.
As a marketing person, I take my hat off to T-Mobile for their fantastic approach. Most people think that this video generated more than 6 000 000 views simply as a result of those magic online social media channels. Not true. The results were a result of a superbly executed, complex media and marketing strategy.
Surprisingly, T-Mobile’s ad agency did the following to achieve their amazing results:
- Used PR to tease the public that another cool ‘ad’ would be coming in the next 24 hours on TV
- Then aired the extended spots on TV between 10-10.30pm on all commercial channels that then drove to web
- They continued the experience virally for consumers online by engaging them in discussion and providing behind the scenes exclusive content
- and here’s the cool part, retargeting those that had seen the video online with T-Mobile ads.
This last point was key since the ad agency identified that those exposed to the brand engagement video were 40-50% more likely to click to T-Mobile site, and hopefully convert to a sale.
So this was not a social media campaign but rather a well planned project that took a fantastic, beautifully executed creative idea, and combined traditional media to create initial interest, and then drove continuity via digital & social media channels to further engage consumers.
The winning formula was the following : Great consumer insight + strong creative idea with seamless execution + strategic media planning (using new and traditional) + use of back end new media technology (online retargeting) & social media monitoring tools.
Nice one, T-Mobile.