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1/5

Background To coincide with the Royal wedding T-

Mobile staged a wedding entrance to top

them all and we helped to make sure

everyone was talking about it

Challenge Deliver 235,000 views in 9 days

Drive Sharing and Conversation

Strategy Initial teaser stage helped to drive buzz,

interest and conversation

Highly influential bloggers sent to the

event producing excellent editorial

integrations

2.5K Sites invited to run the video

Results #1 on the VVC

57K on top of the guaranteed views, in total over delivering by

24%

3.42% click through drove further organic share and plays

1.51 Share Rate

6th Most shared ad ever on the planet with 21M views on Youtube

T-Mobile Wedding

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2/5

Results #1 ViralVideoChart, Top 5 for 2 weeks beating Cadburys

Eyebrows Beat Obamas Inauguration Address

Viral uplift of 366% across Facebook Seeding

320 copies of the video across 50+ video sharing sites

33.8m total plays (18.0m on YouTube upload)

Highly positive sentiment across 29K comments

T-Mobile Lifes For Sharing

Liverpool Street Station

Background The first video in the Lifes For Sharing flash

mob trilogy

Campaign is aimed at appropriating T-mobile

as a feel good, social brand

Challenge Identify and influence niche audiences to

drive engaged views and sharing

Seed viral content to the social web to

encourage sharing and uplift

Generate positive sentiment around the

content and brand

Strategy Launch: contact niche dance, flash mob and

London bloggers with exclusive content to

generate editorial posts on influencers

Amplify: follow up targeted outreach with

mass social seeding to Facebook

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3/5

T-Mobile Lifes For Sharing

Trafalgar Square

Results 44K shares across 252 uploads

>11M playspaid and organic

1K blogposts including 500K plays on Perez Hilton Blog

as a result of influencer outreach

Top sentiment across 35K comments is highly positive and

includes brand name

Background The second video in the Lifes For Sharing

flash mob trilogy Campaign has multiple creatives as different

edits of the video are released incrementally

Challenge Build upon the brand loyalties gained from

the previous campaign Seed the first cut of the footage on site at the

event, as soon as it is edited

Seed 7 subsequent creatives aimed at different

audiences to mimic the success of the

Liverpool St mash-ups

Strategy Pre-launch: Identify the 100 most influential

posters of the previous campaign, invite them

to the event and promise them exclusive

footage

Launch: On site seeding of initial video

Post launch: mass seeding of each creative to

specific audiences, timed to coincide with TV

ad releases

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4/5

T-Mobile Lifes For Sharing

Terminal 5

Results 6m plays

12K tweets; high profile tweets including @StevenFry

Front page of Digg

Top of IAB viral ads chart and #3 of ViralVideoChart

More positive sentiment recorded than on all other Lifes

For Sharing videos

Background The third video in the Lifes For Sharing flash

mob trilogy

Generate a new excitment around the flash

mob series and a cool factor

Challenge Reward brand loyalties

Keep the niche seeding local to maintain

relevance of London focussed content

Seed to premium trend leader locations

Activate social media buzz across new

sharing locations

Strategy Pre-launch: previous posters of the first two

videos and trend leader sites contacted with

the content before mass seeding

Launch: Social media activation across Digg

and Twitter as well as mass Facebook and

blogosphere seeding

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5/5

T-Mobile Lifes For Sharing

Trilogy

Results 500+ uploads, 190k comments and 54m views to date

across the Lifes For Sharing video assets

Sing Featured on Perez Hilton and Welcome Back

tweeted by Stephen Fry

#1 YouTubes Most Viewed Sponsored Channel

Most commonly associated comment concepts were

Love , Like , People and T-Mobile

T-Mobile reports 52% increase in year on year handset

sales

Background Saatchi & Saatchi created 3 flash mobbing

campaigns during 2009-2010 Dance (Jan 09) at Liverpool Street Station,

Sing (Apr 09) at Trafalgar Square and

Welcome Back (Oct 10) at Heathrow

Terminal 5

Challenge Seed viral content into the social web to kick-

start viral sharing and maximise earnt media

Generate positive sentiment around the

content

Build brand loyalty and drive handset sales

Strategy Build relationships with dance, flash mob ,

viral and London bloggers, giving them

early/exclusive campaign content to generate

editorial posts, conversation and brand

affinity

Big seed approach, delivering mass reach via

social media platforms and video sharing

sites