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.

https://www.youtube.com/watch?v=NB3NPNM4xgo

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?

See also  The Power of Speech Analytics in Improving Customer Experience (CX)
Kelechi Okeke
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