Its unoriginal, he doesn't look like Prince William, and my nan has got better dance moves than that!
HOWEVER
A recent campaign that has impressed me recently is the T-mobile royal wedding spoof. This advert is the latest addition to their viral marketing campaigns.
The viral campaigns communicate that life is for sharing with friends and family. It uses this message with extraordinary events in train stations, airports and even the royal wedding being shared with friends and family. The tag line “life is for sharing” reinforces this message but also encourages the audience to share the advert with others.
I’m impressed that the recent Royal wedding campaign communicates the same message but with the tag line “One’s life is for sharing”. This consistency reinforces T-mobiles brand values to its audience. In fact T-mobile are very consistent in their communication and are consistent in the tone that they use. For example their light hearted approach is also used in their outdoor activities for the "everything everywhere" campaign with Orange.
In the most recent "everything everywhere"campaign T-mobile also continue to use their pink background. According to the T-mobile website, this tone is used to demonstrate how bold the company is.
Its all of these efforts which work in the same direction to help create a more impactful campaign
Its all of these efforts which work in the same direction to help create a more impactful campaign
In addition to entertaining the audience and spreading word of mouth, this long-running campaign should also create a high recall.
T-mobile are not hoping that as a result of the advert people using other networks will instantly cancel their contracts and move to T-mobile. However, they are hoping that when a persons phone contract is about to run out, or if someone is about to buy a Pay & Go phone, the customer will hopefully recall the advert and seek further information about what t-mobile can provide.
T-mobile are not hoping that as a result of the advert people using other networks will instantly cancel their contracts and move to T-mobile. However, they are hoping that when a persons phone contract is about to run out, or if someone is about to buy a Pay & Go phone, the customer will hopefully recall the advert and seek further information about what t-mobile can provide.
To summarise, I’m impressed with this campaign because:
- It understands its audience.
- It’s a changed execution, but keeps the same meaning of a long running campaign.
- Its tone, communication and execution are consistent which help reinforce T-mobiles brand values,
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