T-Mobile Runs Campaign to Promote Mobile Internet

T-Mobile has launched a major advertising campaign to promote its Vodafone Live! clone, t-zones across four of its European markets. The new campaign, created by Saatchi and Saatchi, is intended to accelerate usage of T-Mobile's extensive mobile multimedia services, using the creative strapline, "What will you start?".

The advertising, which will run in the UK, Germany, Austria and the Czech Republic, is to challenge customers to "start something" in t-zones. Using a strong and unexpected creative, it demonstrates how mobile multimedia services such as ringtones and picture messages can start ideas that become contagious.

Nikesh Arora, Chief Marketing Officer, T-Mobile, comments: "The time is right for customers to start taking up mobile multimedia services on a wider scale, and T-Mobile's new advertising campaign is the call to action. Previous marketing activity around t-zones has concentrated on direct mailings to customers known to be predisposed to mobile data. Now, thanks to our development of compelling content and innovative services, we are confident that T-Mobile's multimedia services are a key driver of customer acquisition. The new campaign encourages customers to spread this message by 'starting something' in t-zones."

The TV campaign will run alongside a two-stage outdoor and press advertising campaign. A teaser execution will run in Germany, Austria and the Czech Republic, creating intrigue around the main idea, and introducing the "What will you start?" strapline. This version uses iconic images from the TV campaign - the feathers from "Pillow Fight" and the lips from "Kiss".

The second outdoor and press execution, which will run in all four markets, echoes the themes of "pillow fighting" and 'kissing' as seen in the TV ads. It was shot by Tim Brett Day. This is a strong visual dramatisation of the 'start something' idea, linking directly to the TV campaign.

The campaign coincides with the introduction of "t-zones easy access" across three handsets, the Nokia 3650, the Samsung V200 and Panasonic GD87. These handsets now include specially branded keys, offering instant access to t-zones. More handsets will be introduced later in the year.

Nikesh Arora comments, "We have been tireless in our commitment to developing exciting and innovative mobile multimedia services, positioning ourselves as market makers and shapers. The content of t-zones, thanks to exciting partnerships with major brands like MTV, Sony and Universal Mobile, is genuinely cutting-edge. T-Mobile's new campaign heralds the next stage in the evolution of mobile multimedia services."

Posted to the site on 10th April 2003