Monday, November 1, 2010

The T-Mobile Welcome Home

T-Mobile launched a new flashmob ad campaign in October. The campaign had 300 performers at Terminal 5 in Heathrow International Airport. The singers and vocal orchestra performed a string of songs by Etta James, Mel Torme, Mark Morrison, Iggy Pop, George Michael and Aretha Franklin while people walked through the arrivals gate. The Welcome Back mob was filmed by 18 different hidden cameras and captured the reactions of everyone witnessing the event. After the event, the 3 minute film was shown on over 80 digital channels in the UK, launched on YouTube, Facebook and Twitter as the new T-Mobile ad. The launch is expected to reach more than 2 million households with 9 million viewers.

See the video here:

Personally, I love people watching in the arrivals area of airports. Its a great place to see warmth, love and happiness coming together as people greet their loved ones. This ad campaign capitalizes on that while staging visibility for the T-Mobile brand.

Credits: The Welcome Home campaign was developed at Saatchi & Saatchi London by creative director Paul Silburn, creatives Rick Dodds and Steve Howell.