The first two creative’s, “Dance” and “Sing-along”, which involved flash mob activity, focused on T-Mobile’s “Life’s for Sharing” positioning and explained how it helped its customers share special moments with friends and family.
The latest instalment, “What would you do with…?” features real life interviews with people on the street.
They are asked what they would do with value-added extras such as unlimited, free texts for life or an extra 50 minutes of call time every month.
The campaign has been created by Saatchi & Saatchi and will feature on TV, radio and outdoor.
The TV ad will premier on Channel 4 during the finale of Big Brother tonight (September 4).
Lysa Hardy, T-Mobile head of brand and communications, says:
“We used the ‘Dance’ and ‘Sing-along’ campaigns to explain what ‘Life’s for sharing’ meant, and through our latest advertisement, we’ve talked to consumers to find out how they’ve been using our products and services.
“The first phase of our advertising campaigns helped to create excitement around the T-Mobile brand: now we want to focus on highlighting the value we can offer our customers in their day to day lives.”
Meanwhile, the mobile operator’s owner, Deutsche Telekom has begun talks with Vodafone France Telecom and Telefonica, to sell the UK business.