T-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.