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 infamous “Dance” flash mob in Liverpool Street Station. The brief this time was to create a single pan-European campaign which would marry the real-world participation and PR-ability of Dance with the multi-market-ability of Rain of Flowers campaign in Austria.
After the success of “Dance”, we created an event in which the public would play an absolutely essential role; a huge public karaoke party in Trafalgar Square. The success of the idea relied on public participation and it simply would not happen without them. And to make it just that much more share-worthy, the we arranged for a special surprise guest to sing there. Pink! This would create a truly unique experience in which people (and the media) could not help but share with others.
And in a UK first, we teamed up with YellowBird to record an experimental 360 degree interactive video for the T-Mobile Sing-along event. We created a unique online experience putting you in the 13,500 strong crowd like you were there on the day. The interactive 5 minute video for “Sing-a-long” was watched on average for 7 minutes which showed the powerful nature of the emerging technology.
2010 Cannes Gold Lion Outdoor Ambient, Stunts & Live Advertising
2010 Cannes Titanium Lion Shortlisted
2010 D&AD In the Book Integrated Campaign