Creating Memorable Experiences: T-mobile

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This video titled ‘Welcome Back’ is the fourth series in the ‘Life’s for Sharing’ campaign created by Saatchi & Saatchi for T-Mobile.  The ad involved Heathrow’s Terminal 5 arrivals being greeted & welcomed by a crowd of over 200 people spontaneously bursting into song, giving the travelers a welcome they would never forget.

This was the first time a ‘flash mob’ ad production was done in an airport, needless to say it worked very well. The advert has received over 15 million views.

There are two things i love about this video;

  • The ad was crafted to get the customers involved in the act thereby creating an immersive experience that is interactive as well as engaging with the viewer.
  • It is great that the ad didn’t mention any of the services or rates offered by T-mobile. It was all about the ideology that life is worth sharing, which made it even easier to share.

If i was one those people coming through terminal 5 that day, you can bet that i’d feel welcomed, and i’m going to tell everyone i meet that day (and months after) how welcomed i felt when walked in.

Saatchi & Saatchi won the Best TV Commercial of the Year (2011) for the second year in a row with this ad (they won the same award for T-Mobile ad ‘Dance’ in the previous year). The ‘Welcome back’ ad also won 2 golds for the Best Over 90 Second Ad in the Telecoms Category.

PS: This post was not sponsored in any way by T-mobile. When brands go to great lengths to create memorable experiences for customers, it deserves to be shared and talked about. 

I would love to read your thoughts on this – How would you have reacted to this experience if you were one of these lucky people arriving that day?

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Kelechi Okeke
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