Marketing

T-Mobile releases Dance follow up

05.05.2009
T-Mobile’s follow up to its Dance television advert, which turned out to be a massive viral hit, is a karaoke session with 13,000 people in London’s Trafalgar Square that received its first airing during Britain’s Got Talent on ITV on Saturday evening.

The Sing-alone ad was filmed with 24 cameras which recorded the results when over 2,000 microphones were handed out to the public and giant screens projected the words to several karaoke classics. Singer Pink also made a surprise guest appearance.

Sing-along, which was created by Saatchi & Saatchi, was filmed on Thursday 30 April and edited down to a two-minute version in 48 hours.

“Dance was always going to be a hard act to follow, but we think we’ve created a worthy sequel with Sing-along,” said Lysa Hardy, head of brand and communications at T-Mobile. “It’s another great dramatisation of our 'Life’s for Sharing’ strapline - something that’s unexpected, wonderful and exciting that you want to share with your friends and family.

“We’ve approached the campaign slightly differently this time by encouraging people who loved ˜Dance’ to get involved. And we have a number of activities planned once the ad goes live to really engage with consumers.”

The mobile phone operator made a point of involving the Facebook and YouTube communities who got behind Dance early on. The Dance campaign was filmed in January and became something of a YouTube sensation, generating over 11m hits and inspiring numerous fan sites and spin-offs.

Paul Silburn, creative director at Saatchi & Saatchi London, said: “With Sing-along, we wanted to generate a real feeling of anticipation and create a truly unique, memorable moment that everyone would want to share in. This event gave thousands of people the opportunity to experience first hand what the Life’s for Sharing campaign is all about."

“Sing-along is exciting because we have developed the media strategy to further deliver against Life's for Sharing,” said Anna Berry, MediaCom planner. “This started before the event by engaging with the audience who loved Dance, and giving them a teaser of the campaign to come. Ultimately, we want to share this content with as many people as possible and get them to engage with the brand: a two minute launch spot on ITV will be the spring board for this."

Following the premiere of the full-length, two-minute advert on 2 May, a variety of versions will be used over the following weeks, incorporating and highlighting various products and services from T-Mobile.