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Traffic wardens share with T-Mobile
T-Mobile's "Life's for sharing" message is, without doubt, brilliant. As a phrase it's uplifting, memorable and suitably vague enough that it can be applied to almost any situation in any market. A piece of copywriting genius.
It isn't always perfect. While the Liverpool Street station flashmobs were great fun, Josh (of Josh's Band fame) was quite annoying. T-Mobile isn't just sharing life in the UK either. A cute campaign in the Netherlands saw an entire football stadium sing 'Happy Birthday' to an unsuspecting grandmother, and popstar Katy Perry recently encouraged central and eastern Europe to share its singing prowess with the mobile operator.
The latest life to be shared by T-Mobile, with help from Saatchi & Saatchi, is a fun stunt concerning the bane of every motorists life, the traffic warden.
Actors masquerading as traffic wardens slapped tickets on legally parked cars in the seaside town of Brighton, much to the dismay of motorists. Their anger, frustration, tears and tantrums reactions were caught on a hidden camera. Upon opening their parking ticket, the over-emotional drivers discover it contains cash, and a message from T-Mobile. The stunt promotes the new You Fix tariff, which is designed to protect customers from 'nasty surprises' on their bill.
A celebrity version of the stunt was also staged, targeting personalities such as Alex Reid and cast members from The Only Way is Essex.
There are some spoil-sports who claim this distracts from what T-Mobile is trying to achieve (yes we're looking at you Amie Tsang from ft.com), but stunts like this are a fun way of keeping the heart-warming T-Mobile image alive inbetween the main campaign elements. When you're a brand the size of T-Mobile, it's always good to show you've got a sense of humour.
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