T-Mobile: INTERNET EVERYWHERE - THE WEB SHOW

Credits & Description:

Advertiser: T-MOBILE MACEDONIA
Agency: PUBLICIS SKOPJE
Category: Best Use of Branded Content & Sponsorship
Advertising campaign: INTERNET EVERYWHERE - THE WEB SHOW
Account Manager: Katerina Stojmanovska (Saatchi & Saatchi Macedonia)
Creative Production Executive: Marija Stardelova (Saatchi & Saatchi Macedonia)
Copywriter: Petar Stojcevski (Saatchi & Saatchi Macedonia)
Creative Director: Vasilije Corluka (Saatchi & Saatchi Macedonia)
Art Director: Miki Stefanoski (Saatchi & Saatchi Macedonia)
Chief Executive Officer: Aleksandra Dilevska Simova (Saatchi & Saatchi Macedonia)
Executive Director: Jelena Vekic (Saatchi & Saatchi Macedonia)

Effectiveness
Massive increase in use of mobile data packages.The webshow achieved 19m impressions making it the No 1 site in Macedonia.We attracted 45,000 new Facebook fans in one week, who watched 154,000 live views and a further 136,000 views on YouTube. We reached 80% of all Facebook users in Macedonia and 70% of all online users.Earned media coverage – including national TV – was worth 600% of what we spent to publicize the show. Mobile data package sales rose 430% year-on-year.The number of smartphone owners using mobile data increased 84% year on year.

Execution
Daily entertainment broadcast via mobile internet.We recruited Sasko Kocev, actor, entertainer and host of Macedonia’s annual Popularity Oscars, the biggest show on TV. Sasko broadcast a live webshow for five days, touring Macedonia, meeting people and helping solve problems using only his smartphone.Fans would be able to follow him in real time and suggest their own ideas for him to visit.The show was broadcast live three times a day on Facebook and included:•Sasko doing an interview with a famous Macedonian model living in New York•Playing charades with people online•Testing mobile internet while running inside an inflatable ball, riding a horse and sitting on a sledge. After each session, he showed viewers how much data he had used and how much costs he had incurred, reinforcing our 'worry-free' message. The result was a five-day festival of worry-free, mobile internet usage.

Strategy
Macedonia’s biggest star humanizes the mobile internet.Mobile internet uptake is low in Macedonia for three key reasons: •Consumers still thought the internet was only an indoor activity.•They thought it was expensive.•They thought the packages were hideously complex.We needed a consumer education program that showcased worry-free mobile internet usage – we needed to humanize the mobile internet.Our solution was Macedonia’s first-ever webshow, hosted by a famous Macedonian TV star known for being down to earth and honest. Every episode would showcase our star using mobile internet extensively, without fear of being stung by massive bills.It would provide entertaining content from across the country and also demonstrate the speed and extent of T-Mobile’s network coverage.Taking this path was risky because the show would be transmitted live from across the country, any failings in T-Mobile’s network would be immediately apparent.