Mobilising consumers (case study of T-Mobile’s “Life’s for Sharing” advertising campaign)

Citation

Ellis, G. (2010), "Mobilising consumers (case study of T-Mobile’s “Life’s for Sharing” advertising campaign)", Strategic Direction, Vol. 26 No. 8. https://doi.org/10.1108/sd.2010.05626had.004

Mobilising consumers (case study of T-Mobile’s “Life’s for Sharing” advertising campaign)

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 8

Ellis G.Admap (UK), February 2010, Vol. 45 No. 2, Start page: 35, No. of pages: 3

Presents a case study describing the “Life’s for Sharing” marketing strategy and advertising campaign run by T-Mobile, the major mobile phone and telecommunications provider, which engaged the potential audience in live singing and dancing events that provided the opportunity to reinvigorate a brand that was lagging in fourth place and with a static market share. Describes the objectives of the campaign, to broaden T-Mobile’s appeal and popularity beyond its current youthful customers, acquiring new higher-value customers, who wanted to have a relationship with the brand and were not just motivated by short-term pricing. Pays particular attention to strategy adopted by T-Mobile, focusing on the three major events involved, comprising: “Dance”, which took place at Liverpool Street Station, London; “Sing”; and Josh’s Band. Reports that the campaign led to a 52 per cent year-on-year sales increase, acquiring 143,000 new customers, and with 80 per cent of these customers originating from the top end of the market, spending more than 30 pounds sterling per month. Concludes that, nationally, T-Mobile stores enjoyed record footfall, registering a year-on-year increase of over 12 per cent, while “Dance” saw T-Mobile close the consideration gap on its nearest competitor by 15 per cent (from 35 per cent to 20 per cent) in the month after the event.Article Type: Case studyISSN: 0001-8295Reference: 39AG629

Keywords: Advertising, Brand management, Case studies, Marketing strategy, Telephone services, Organizations