T-Mobile focuses on value and relationships in ads

t-mobileT-Mobile is positioning itself as the best-value network and highlighting its focus on relationships with its new ad campaign and strapline, “Life’s for Sharing”. The £17m campaign breaks tomorrow (Thursday) during the Euro 2008 semi-final.

The strapline replaces “Simply Closer”. T-Mobile head of brand and communications Karen Phipson says: “The Simply Closer strapline was a step in the right direction towards our goal of being a relationship-focused brand. ‘Life’s for Sharing’ really cements our focus in this area.”

The campaign, which has been created by Saatchi & Saatchi London, shows “people from different walks of life” searching for minutes in unusual places, such as a medium at a séance looking for minutes in the afterlife and an archaeologist discarding Roman artifacts as he hunts for minutes.

A national press, online, and outdoor campaign will also be launched. The media, which was planned and booked by MediaCom, in­cludes the IMAX and will also feature people looking for minutes in obscure locations.

The mobile operator will also challenge Britain to “find more minutes for £30” and it will offer new and existing customers £30 price plans and will match or beat the amount of free minutes offered by four other operators.

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