Thousands of motorists get an unexpected surprise from T-Mobile in new campaign created by Saatchi & Saatchi
13 SEP 2011
- Unsuspecting drivers targeted across the UK
- Extended TV ad hits screens Friday night at 9.15pm on Channel 5
- First TV ad to support T-Mobile’s new You Fix plan
Car drivers across the UK will be given thousands of pounds disguised as parking fines today as teams of phoney traffic wardens take to the streets in a new TV advert being filmed by the brand. Famous for featuring unsuspecting members of the public in its TV ads, T-Mobile is turning its attention to motorists and traffic wardens to give them an unexpected surprise in the countrywide stunt.
Called Parking Ticket, the TV advert, which is the first from the brand this year, will show the reactions of unsuspecting drivers as they return to find their legally parked cars have been ticketed. In a twist to be captured by the cameras, the authentic looking yellow parking fines will, instead of a fine, contain a £5, £10 £20 or £50 note and a good day message from T-Mobile in celebration of the launch of the new You Fix plan. The brand will be giving away thousands of pounds in the areas of London, Cardiff, Newcastle, Brighton, Bristol, Edinburgh and Manchester throughout the course of the ad shoot on Tuesday 13th September. The ad has been designed by T-Mobile’s creative agency Saatchi & Saatchi and has been developed to support the launch of T-Mobile’s new plan You Fix, which helps customers control their mobile phone expenditure and ensure there are no surprise bills.
Hidden cameras rigged up in streets and car parks in and around each city will capture the reactions from drivers. Local actors and comedians, dressed in parking attendant uniforms, have been recruited in each area by the brand. Hundreds of hours of footage will be captured by the covert cameras, which will be edited in less than 72 hours into a single 2 minute ad. It will air nationwide on Friday night at 9pm on Channel 5.
Parking Ticket has been developed to support the launch of You Fix, a unique new plan by T-Mobile. It has been designed for customers looking to control their mobile phone expenditure after research showed that spend control is a major factor that customers want to include in their plans. One third (33 per cent) of the parents included in the research revealed not only that they are paying the bills, but also that the kids are spending more than the agreed monthly amount on their mobile phone bills – equivalent to £150 million a year.
Paul Siburn, Creative Partner, Saatchi & Saatchi, says: "This campaign for you fix sees us putting the product at the heart of the moments we are creating while still remaining true to giving people a reason to share what we are doing."
Spencer McHugh, Director of Brand, T-Mobile, comments: “You Fix is the only tariff of its kind and combines the benefits of pay monthly with the flexibility and spending control of pay as you go. It means whatever happens there will not be any surprise bills at the end of the month. Parking Ticket is about demonstrating this in the creative, fun and engaging way that is unique to T-Mobile campaigns. We are looking forward to watching motorists all across the UK get a surprise they weren’t expecting from T-Mobile.”
The TV ads will be supported by a fully integrated marketing campaign including print ads and digital activity led by Saatchi & Saatchi.
Customers signing up to You Fix will get a set allowance of minutes, texts and a Flexible Booster for a fixed monthly amount, on a short 12 month plan. For any more minutes or texts needed, customers can simply top–up as they would on pay as you go - meaning they’ll never pay more than they expect. The plan also provides customers with a range of great value smartphones, including Android and BlackBerry, for a small payment upfront or for free. For more information visit: www.t-mobile.co.uk/youfix.
Additional reaction footage from the ad shoot and behind the scenes content from the TV ad will also be available to view a few days after the ad’s launch on T-Mobile’s You Tube channel www.youtube.com/lifesforsharing
Notes to editors
About Saatchi & Saatchi (SSF Group)
Saatchi & Saatchi London is known for its strength in creating Loyalty Beyond Reason for its clients’ brands, creating powerful and profitable relationships by improving the quality and quantity of conversations that take place about these brands. Saatchi & Saatchi's clients include T-Mobile, Visa, Guinness, Carlsberg, Lurpak, Wall's and Head & Shoulders.
The Saatchi & Saatchi network has 140 offices in 80 countries and 6,500 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.
About T-Mobile UK
T-Mobile UK, along with Orange UK, is part of Everything Everywhere Limited, which serves almost 28 million people and is the UK’s biggest mobile communications company. Owned jointly by Deutsche Telekom and France Telecom, Everything Everywhere plans to transform the industry by giving customers instant access to everything everywhere, offering the best value, best choice and best network experience in the country.
For more information about T-Mobile UK, please visit www.t-mobile.co.uk
For more information about Everything Everywhere, please visit www.everythingeverywhere.com
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