T-Mobile 'Dance'
Saatchi and Saatchi needed to create a big splash to launch the new T-Mobile brand message 'Life Is For Sharing'. They decided to create a live event so memorable that people just had to share it.
The event had to be big enough so that the reaction from the general public, TV journalists, press journalists, bloggers, radio call-ins and online tributes, would become a major part of the multimedia campaign.
Howling Monkey was tasked with finding 8 tracks that instantly made members of the public want to move and join in the dance.
Solution
Inspired by wedding set medleys, where the music is as broad as possible to appeal to as many different musical tastes as possible, Howling Monkey created a unique medley for T-Mobile using eight different tracks.
This was the first time eight pieces of music have been used in the same ad campaign so lots of negotiation was required to find music that could be used in budget. Howling Monkey successfully licensed the following tracks:
- Lulu 'Shout' released 1964
- Yazz 'The Only Way is Up' released 1988
- Pussycat Dolls feat Busta Rhymes 'Don't Cha?' released 2005
- Johann Strauss 'Blue Danube' originally performed in 1877
- Kool And The Gang 'Get Down On It' released 1981
- Ranbow 'Since You Been Gone' released 1970
- Millie 'My Boy Lollipop' released 1965
- The Contours 'Do You Love Me' released 1962 (featured in Dirty Dancing)
The Liverpool Street Dance medley was made available to purchase from iTunes as a download.
RESULTS
The film has had a staggering 19 million hits on YouTube, and is the 8th most all-time viewed in the Entertainment category on YouTube (UK). The medley has amassed 43 Facebook groups, the largest has over 4,500 members. Meanwhile, it was the most viewed commercial in 2009 on ViralVideoChart.com. Within a week 2,500 blogs had shared it with the world. As a result, national T-Mobile stores enjoyed record breaking footfall.
The number of people who think of T-Mobile as their number one provider tripled. T-Mobile had the lowest cost per response, ever. T-Mobile's cost per acquisition declined by 24%. In a recession, T-Mobile had a 52% increase in sales from 2008. 80% of these customers were the intended top end of the market. The medley has since been re-enacted around the country and has been used by a flash mob of 1,300 people in Liverpool Street, schools on Red Nose Day and a newly married couple's first wedding dance.