Saatchi & Saatchi launch campaign for T-Mobile's G1 handset with Google features, the first phone to run on Android
22 JAN 2009
A new mobile handset developed by T-Mobile will launch on Thursday 30 October with an advertising campaign by Saatchi & Saatchi.
The T-Mobile G1 is the first mobile phone based on the Open Handset Alliance's innovative new Android platform. with integrated Google services and applications to run on Android. With state-of-the art design and technology, it sets a new benchmark for mobile internet functionality and useability.
The T-Mobile G1 has been built for the internet. Out and about, it can be a source of inspiration, providing ideas for shopping, meeting places, entertainment, places to see and price comparison information. Its large format screen, QWERTY computer keyboard and 24/7 automatic internet access - all in a compact mobile phone size - make it simple, fun and easy to use.
Saatchi & Saatchi paved the way for the T-Mobile G1 with a pre-launch print campaign and an online competition to drive registrations. The launch campaign itself - which runs from October 30 - will be rolled out in print, outdoor, online and via intriguing ambient executions. Print work will run in The Sun, Metro and The London Paper.
The creative promotes the launch of the phone through giant Google Mobile map icons appearing in quintessentially British locations. The pins are accompanied by a speech bubble declaring, It's here. The new T-Mobile G1 with Google. The giant pins also appear online, in the accompanying viral campaign.
Sam Taylor, Head of Advertising and Sponsorship at T-Mobile, said: "We're enormously excited about the launch of the T-Mobile G1. It represents a massive step forward for mobile internet technology. We're delighted that the campaign has succeeded in capturing the functionality, simplicity, interactivity and - above all - the user-friendliness of the product itself."
Richard Huntington, director of strategy at Saatchi & Saatchi said: "Our task as an agency is always made significantly easier when we're working with brilliant, breakthrough brands and products. And that's exactly what the T-Mobile G1 is. Our strategy was simply to bring the user-focused innovation at the core of the product to life - in an inspiring way, across the full spectrum of media touchpoints."
Media is planned and bought through Mediacom.
Notes to editors
- Saatchi & Saatchi London is known for its strength in creating loyalty beyond reason for its clients' brands. Its clients include the Labour Party, NSPCC, Carlsberg, Visa, Guinness, T-Mobile, Axa, Olay, Ariel and Head & Shoulders. Saatchi & Saatchi worldwide has 154 offices in 84 countries and 7,000 employees. Saatchi & Saatchi London is part of the SSF Group, a mini group within the Publicis Groupe that unites Saatchi & Saatchi and Fallon in the USA and the UK.
- T-Mobile is one of the world's largest mobile operators with more than 125 million customers worldwide and is the service provider of choice for 16.8 million customers in the UK, making it one of the largest networks. T-Mobile has a range of innovative products and services, such as Solo, the SIM only option offering market-leading minutes and texts (at £30 per month) on a 30-day rolling contract; Combi, T_Mobile's best package deal; Flext, a unique tariff with a flexible allowance; U-Fix, a tariff that combines pay-as-you-go and a minimum term contract, and web'n'walk, which enables customers to surf the internet on the move. Competitive high-speed Mobile Broadband tariffs include access to the largest worldwide Wi-Fi network, with more than 1,000 HotSpots in convenient locations in the UK and 27,000 worldwide. Network coverage is among the best in the UK at over 99 per cent of the UK population. T-Mobile operates an advanced 3G HSDPA-enabled network capable of supporting effective mobile broadband speeds of up 4.5Mbps and is the first UK operator to provide a nationwide HSUPA capability for faster uploads.
- Google, the Google logo and Google Maps are trademarks of Google inc
