Research - General

T-Mobile -

"1. T-Mobile Life’s For SharingLiverpool Street StationBackground The first video in the Life’s For Sharing flash mob trilogyCampaign is aimed at appropriating T-mobile as a feel good, social brandChallengeIdentify and influence niche audiences to drive engaged views and sharingSeed viral content to the social web to encourage sharing and upliftGenerate positive sentiment around the content and brandResults#1 ViralVideoChart, Top 5 for 2 weeks beating Cadburys Eyebrows Beat Obama’s Inauguration AddressViral uplift of 366% across Facebook Seeding320 copies of the video across 50+ video sharing sites33.8m total plays (18.0m on YouTube upload)Highly positive sentiment across 29K commentsStrategyLaunch: contact niche dance, flash mob and London bloggers with exclusive content to generate editorial posts on influencersAmplify: follow up targeted outreach with mass social seeding to Facebook

"2. T-Mobile Life’s For SharingTrafalgar SquareBackground The second video in the Lifes For Sharing flash mob trilogyCampaign has multiple creatives as different edits of the video are released incrementally ChallengeBuild upon the brand loyalties gained from the previous campaignSeed the first cut of the footage on site at the event, as soon as it is editedSeed 7 subsequent creatives aimed at different audiences to mimic the success of the Liverpool St mash-upsResults44K shares across 252 uploads>11M plays – paid and organic1K blogposts including 500K plays on Perez Hilton Blog as a result of influencer outreachTop sentiment across 35K comments is highly positive and includes brand nameStrategyPre-launch: Identify the 100 most influential posters of the previous campaign, invite them to the event and promise them exclusive footageLaunch: On site seeding of initial videoPost launch: mass seeding of each creative to specific audiences, timed to coincide with TV ad releases

"3. T-Mobile Life’s For SharingTerminal 5Background The third video in the Lifes For Sharing flash mob trilogyGenerate a new excitment around the flash mob series and a cool factorChallengeReward brand loyaltiesKeep the niche seeding local to maintain relevance of London focussed contentSeed to premium trend leader locationsActivate social media buzz across new sharing locationsResults6m plays12K tweets; high profile tweets including @StevenFryFront page of DiggTop of IAB viral ads chart and #3 of ViralVideoChartMore positive sentiment recorded than on all other Lifes For Sharing videosStrategyPre-launch: previous posters of the first two videos and trend leader sites contacted with the content before mass seedingLaunch: Social media activation across Digg and Twitter as well as mass Facebook and blogosphere seeding

"4. T-Mobile Life’s For SharingTrilogyBackground Saatchi & Saatchi created 3 flash mobbing campaigns during 2009-2010“Dance” (Jan 09) at Liverpool Street Station, “Sing” (Apr 09) at Trafalgar Square and Welcome Back (Oct 10) at Heathrow Terminal 5ChallengeSeed viral content into the social web to kick-start viral sharing and maximise earnt mediaGenerate positive sentiment around the contentBuild brand loyalty and drive handset salesResults500+ uploads, 190k comments and 54m views to date across the Life’s For Sharing video assets“Sing” Featured on Perez Hilton and “Welcome Back” tweeted by Stephen Fry#1 YouTube’s Most Viewed Sponsored ChannelMost commonly associated comment concepts were “Love” , “Like” , “People” and “T-Mobile”T-Mobile reports 52% increase in year on year handset salesWon IPA Effectiveness Award, 2010StrategyBuild relationships with dance, flash mob , viral and London bloggers, giving them early/exclusive campaign content to generate editorial posts, conversation and brand affinityBig seed approach, delivering mass reach via social media platforms and video sharing sites"
http://www.slideshare.net/UnrulyUK/mobile-t-mobilelifes-for-sharing

Crabbies Ginger Beer - George and Camilla
"Halewood International, the UK’s leading independent drinks manufacturer and distributor has announced its biggest ever TV campaign for Crabbie’s Alcoholic Ginger Beer to kick start a wave of high profile activity over the summer.

"Crabbie’s will hit TV screens with a brand new creative concept featuring the brands renowned retro duo, George and Camilla in a spiffingly English picnic scene, and will run for six weeks from 11 July to 22 August – the brands longest running appearance on TV to date.

"Running a national network campaign with 20 second adverts, the TV campaign will have a massive impact across the UK adult population. It will provide a constant stream of air time over the key summer period to drive awareness and sales in both the On and Off Trade.

"As part of the summer schedule of activity, Crabbie’s will be attending twelve picnic in the park music events organised by Stonegate Picnics across the country providing an opportunity for sampling and sales as well as offering VIP picnic packages.

"Crabbie’s marketing controller, Al Cross, said: “With a full summer of activity planned to support the broadcast, we are really urging customers to stock up for summer to avoid missing out on the continued fast paced growth and demand for Crabbie’s Alcoholic Ginger Beer.

"“The new creative follows the usual essence of the Crabbie’s brand and will add to the all year round refreshing taste of Crabbie’s. This is one part of our large scale activities, capturing summer drinkers but due to the versatility of Crabbie’s we continue to enjoy fantastic sales throughout the year.”"

http://www.talkingretail.com/products/product-news/crabbies-alcoholic-ginger-beer-back-for-summer-tv-advert

http://www.crabbiesgingerbeer.co.uk/tv-ads/
http://www.ponderosagroup.co.uk/work/crabbies-alcoholic-ginger-beer/