T-Mobile launch new marketing campaign

Saatchi & Saatchi London has created a new integrated campaign for T-Mobile that depicts people searching for minutes in a range of unusual locations.

The £17 million cross-platform campaign challenges customers to find more minutes for £30 than T-Mobile currently offers and will be rolled out across television, internet, press and outdoor channels.

Featuring the new T-Mobile ‘Life’s for Sharing’ strapline, the marketing initiative stresses that T-Mobile is the first mobile network to guarantee an unbeatable minutes allowance for customers compared with its competitors.

Paul Silburn, Saatchi & Saatchi London creative partner, commented: “Everyone loves a bargain and people will often search high and low to find the best deal. The creative brings that to life.”

The T-Mobile email marketing campaign will be masterminded by Experian CheetahMail, while the television adverts will feature an archaeologist digging for minutes and a medium searching the afterlife.

New and existing customers on T-Mobile’s Solo 30 and Combi 30 tariffs can take advantage of the new guarantee for £30 per month and the first Life’s for Sharing TV ad was screened on June 26th the second Euro 2008 semi-final.