The ad features the geese because Freemen are supposedly still allowed to drive geese through the Square Mile.” It will break on 15 February. It has been created by Saatchi & Saatchi.
The mobile operator claims its ad features the largest flock of geese being driven through the City of London for almost 160 years. T-Mobile recruited City Freeman, Benjamin Browning, plus a team of geese wranglers to guide more than 100 geese along Cheapside.
Lysa Hardy, head of brand and communications at T-Mobile UK, says: “Our latest campaign looks at some of the silly rules still in existence as a means of highlighting some of the outdated thinking of the mobile industry that we’re challenging with our latest offers. And in what has become a T-Mobile tradition, the filming has created an unexpected, wonderful and exciting spectacle that prompted people to join in and share.”
The ad is the latest extension of T-Mobile’s Life’s for Sharing strapline. Last month, it launched an ad campaign featuring the music video of a user-generated song called ‘Come with me’, set up using only T-Mobile’s free texts and internet for life offer.
T-Mobile has recently completed a restructure of its marketing department in an effort to centralise the function.
The operator is due to merge with Orange next year, though the Office of Fair Trading has confirmed that it has asked the European Commission to refer the review of the proposed UK merger back to it, so it can review the move.
The geese brought the streets to a standstill with passers-by stopping to take photographs and film videos. Some even helped shoo a few wayward birds on their way.