Category: Titanium and Integrated
Advertiser: T-MOBILE
Product/Service: PRODUCT LAUNCH
Agency: SAATCHI & SAATCHI
Date of First Appearance: Dec 1 2010
Creative Director: Jakub Hanzlicek (Saatchi & Saatchi)
Copywriter: Jan Ridl (Saatchi & Saatchi)
Art Director: Radouane Hadji Mousa (Saatchi & Saatchi)
Art Director: Viktor Riha (Saatchi & Saatchi)
Copywriter: David Podhola (Saatchi & Saatchi)
Art Director: Ryan St. James (Saatchi & Saatchi)
Account director: Tomas Lobel (Saatchi & Saatchi)
Account manager: Lucie Garbienova (Saatchi & Saatchi)
Media placement: TV - 5 spots - ČT, NOVA, PRIMA - 1.11.2010
Media placement: Print - 4 executions - Newspapers and magazines - 1.11.2010
Media placement: Outdoor - 3 executions - Bigboards, Billboard, Citylights, etc. - 1.11.2010
Media placement: Radio - 11 version - National and regional statitons - 13.11.2010
Media placement: Film Festival - Cinema in Prague - 8.12.2010
Media placement: Shopping centre exposition - shopping centres in Czech Republic - 1.12.2010
Media placement: Ambient media - tram stations, Citylights, street art - 1.12.2010
Describe the campaign/entry
The main challenge of the T-Mobile Czech Republic (TMCZ) Christmas campaign was to launch an HD satellite TV service on the already saturated market, which is controlled by a few big players. The objective was to create 50% prompted awareness of T-Mobile as a satellite TV operator. They also gave Christmas gifts (digital photoframes, netbooks and LCD TV’s) for activation of TMCZ services. And finally, we had to significantly boost TMCZ social media presence (on Facebook, on their YouTube channel, in blogs). November and December are months with the biggest clutter in the media, overpacked with advertising. What’s more, TMCZ media expenditures have been decreasing, being lower than in 2009 and lower than Vodafone’s. Czechs love funny commercials. The best campaigns in the Czech Republic are always the funny ones. Moreover, Czechs love the Christmas atmosphere and local traditions.
Describe how the campaign/entry was launched across each channel in the order of implementation
We have employed Chuck Norris who fits our needs ideally. He’s both a TV/movie star, so he is clearly connected with the product and he has an incredible image with thousands of jokes all over the internet. We have confronted his superhero legend with Czech Christmas customs in the TV series of short family stories. Playful prints, bigboards and radio stations used the funny side of Chuck’s jokes even more and with an even stronger connection to the product. And there was much more: exhibitions of Chuck Norris’ warrior artefacts in shopping centres; selected artefacts also in special "showcase" CLVs; tram stops with Chuck catching a real satellite model on the roof of the tram stop; street art graffiti; 3D print ads; a festival of Chuck Norris’ films; a special "Chuckoleum" with 11 rooms with artefacts and 1 with a Christmas offer or the whole online city "Chuckville".
Give some idea of how successful this campaign/entry was with both client and consumer
- Prompted awareness of the campaign: 90 %.
- The likeability of the TV spots was nearly 90 %.
- Spontaneous mentions of T-Mobile as a TV service provider: 51 % (if prompted: 67% !).
- T-Mobile is the most preferred TV service provider after the campaign.
- One of the TV spots (photoframe) has more than 1.3 million views on YouTube, with all spots having more than 6 million views (There are just 10 million people in the Czech Republic).
- TMCZ branded YouTube channel was #1 in views in the Czech Republic and #12 in the world.
- Number of fans of TMCZ Facebook page has climbed from less than 3000 to more than 44 000!
- The campaign was highly commented in both Czech and international media.