T-Mobile Dance - Winner of a Silver and Bronze Lion in Cannes 06/25

Life is for Sharing

CHALLENGE

Launch new brand positioning “Life’s For Sharing”Drive word-of-mouth about T-Mobile. 

SOLUTION

• An event featuring 350 dancers at Liverpool Street station, with the public joining in, which made the national news.
• Film of the event premiered on TV with an announcement from within Big Brother programming
• Film uploaded onto YouTube with over 12m views as people shared the content with their friends
• Consumers uploaded their own dances, event footage and spoofs.
• 95,000 people downloaded film from digital outdoor screens via Bluetooth

RESULTS

Handset sales up 22% Highest ever footfall for T-Mobile stores