T-Mobile ‘Big Night In'

In the summer of 2010, Brands2Life was challenged with launching T-Mobile’s new customer loyalty scheme - Night In - a movie and game rental offer with Blockbuster.

Our brief was twofold: drive widespread awareness for Night In and encourage submissions to the accompanying UGC advertising campaign via T-Mobile’s YouTube channel. The campaign also had to adhere to T-Mobile’s creative principles for its iconic ‘Life’s for Sharing’ campaigns, which included the famous Liverpool Street Station ‘Dance’ and Trafalgar Square ‘Sing’.

Our execution needed to inspire and encourage participation, be unmissable so that those not involved wished they were.  T-Mobile was also looking for an ambitious, audacious campaign done on a scale which meant as many people as possible could take part. In addition, we needed to find a way a vehicle that would communicate the campaign’s multiple messages, namely:

  • The details of the Night In offer – T-Mobile customers can get 5 things – two movies, a game and a movie plus three snacks - for £5 from Blockbuster
  • The ad concept - T-Mobile customers can star in the company’s latest TV ad
  • How to get involved – film an invitation to a night in and upload to YouTube

Strategy and plan
We wanted to create a simple vehicle for these complex messages and one that would deliver both media buzz and customer participation.  At the heart of or campaign idea was the item that’s inextricably linked to an evening at home with a DVD: a sofa. But the sofa we created was no ordinary piece of furniture. A giant T-Mobile pink settee - almost as big as a double-decker bus – was commissioned to be the centre-piece of a series of experiential events / picture stories.

Brands2Life tracked down the prop company behind Dr Who to build a sofa measuring 7 metres wide by 5 metres high which was erected in London’s Covent Garden. The sofa mechanic delivered on a number of levels:

  • An attention-grabbing device for media that would serve-up visual branding in photographs
  • A spectacle to create buzz and interest
  • An engagement mechanic whereby the sofa became a ‘casting couch’ so people could climb aboard and film an audition for the advert

The event was teased on Facebook with images posted of the sofa in various stages of construction and was pre-publicised on what’s on websites and via T-Mobile’s Facebook, Twitter and YouTube venues. The morning of the event saw girl group of the moment, The Saturdays, climb on the colossal couch for a photo-call attended by over 30 photographers. The sofa was then opened up to the 100,000 people who passed through Covent Garden with people queuing throughout the day to audition and film an invitation to their night in.

103 pieces of coverage, saturating the nationals with pieces appearing in the Daily Mirror, Daily Star, The Guardian (picture of the week), Mail Online, Telegraph Online and Metro Online. Broadcast coverage included Capital FM, Heart FM, Live at Studio Five and Living TV and the story was also covered by lifestyle media such as OK!, Star, Now and Heat. Night In messaging came through loud and clear with the Mail Online piece featuring no fewer than six T-Mobile Night In mentions – including the headline – and featured the call to action to get involved in the ad campaign. 

  • Over 150 auditions were filmed on the Big Sofa, with one auditionee being selected to star in a TV ad
  • 193 million opportunities to see
  • Advertising Value Equivalent of £414,000
  • Return on investment for T-Mobile of 102%
  • Helped to deliver 222,000 redemptions of Night In vouchers during the campaign period
Think before you print! Save energy and paper! Do you really need to print this page?
Fee Income
Drag here
  • This field should only be completed by the individual with responsibility for your company's PRCA membership.
  • NB - Once you check the box to the left of this field and click update this figure is fixed for the entire year.
  • Fee income is defined as fees or income arising from time spent on carrying out public relations consultancy work plus any mark up and any handling charges or profits made on disbursement or expenses.
  • This figure
    1. will be used to calculate your membership subscription fee for 2009
    2. will be published on the PRCA website and in the yearbook.
  • This figure must include the fees from any subsidiary companies but not associated companies (see below).
  • If you are bound by Sarbanes-Oxley please select that accordingly, we will contact you individually about your fee income.
Holders of public office
Drag here
  • Please list any employees who hold any public office including members of House of Parliament, members of local authorities or of any statutory organisations or bodies who are full- or part part-time directors, partners, staff, special advisers or consultants retained by the consultancy
Subsidiary companies
Drag here
  • These companies are entitled to the same benefits as other PRCA members, they must abide by the PRCA Professional Charter and Codes of Conduct and their fee income must be included in the fee income field above.
Associated companies
Drag here
  • These companies are not included in your membership and as such do not benefit from PRCA member benefits. These companies are not covered by the PRCA professional charter.
Current clients
Drag here

The clients listed in this section are those which retain a consultancy on a continuing basis to deal with their public relations either in a specialised area or as a whole. One asterisk (*) against a client's name indicates that the consultancy has been retained by that client for three years; two asterisks (**) indicate that it has been retained for at least five years. Clients served on an ad-hoc basis are listed separately.

Adhoc clients
Drag here

Clients for whom you have undertaken work in the last twelve months on a project rather than a retained basis

Conflict of interest clients
Drag here

NB This will not appear as a separate list in the yearbook.