Multi-format campaign that effectively created a T-Mobile event throughout ADMEDIA's network of clubs and bars.
T-Mobile launched a new price plan that gave users the control of pay as you go and the value of pay monthly called U-Fix. T-Mobile wanted to effectively communicate U-Fix as a new name, a new price plan, a new way to pay and the fact that it was unique to T-Mobile to a 18-24 year old audience.
The main aim of the campaign was to generate awareness of T-Mobile U-Fix among 18-24 year olds, a notoriously difficult to reach consumer group, in an environment that ensured maximum engagement with the brand.
The activity, specially created for the launch of their latest tariff U-Fix, took full advantage of over a dozen existing and entirely new formats to create a fully integrated T-Mobile EVENT throughout a network of style bars and clubs. The range of media - including washroom displays - put to use by Mediacom and Posterscope gave the brand total engagement with their target audience of 18-24 year olds.
Prompted awareness of the T-Mobile campaign reached 80% among the core audience, with 67% saying that they would be very likely to consider using T-Mobile in the future.80% of respondents were unaware of the T-Mobile U-Fix campaign before entering the bar environment, even though there had been a heavy presence on TV and in national press. Sam Taylor, T-Mobile Advertising Manager, commented, "Pubs and Clubs engage with the target audience by dipping into their social time and effectively communicate the T-Mobile "U-Fix" brand message when they were most receptive."
The T-Mobile campaign proves how effective ADMEDIA's extensive experiential marketing opportunities are at delivering tailor made media first solutions that really get brands under the skin of stylish, young audiences across the UK. Audiences that are becoming increasingly difficult to reach and engage with using traditional media.