LONDON - For the latest chapter of T-Mobile's 'Life's for Sharing' campaign, Saatchi & Saatchi brought karaoke out of the traditional pub circuit we know and love and onto an altogether grander stage - London's Trafalgar Square. And the event drew a crowd of thousands who all joined in the mass-karaoke 'sing-along'.
In response to a teaser campaign, 6pm yesterday evening (Thursday, 30th April) saw hordes of people gather in Trafalgar Square, unaware of what awaited them. They were all there eager to be a part of the much anticipated follow-up to T-Mobile's 'Dance' in Liverpool Street Station earlier this year.
No less than 2,000 microphones were handed round for people to share, while live images of the crowd were projected onto huge screens. Then the music started and the crowd belted out a choice of karaoke classics* as commuters and passers-by couldn't help but join in.
Saatchi & Saatchi installed over 20 cameras up around Trafalgar Square to capture the crowd singing their hearts out. Following the event, the production team have just 48 hours to finalise the TV commercial, which will be premiered during the commercial break of ITV's Britain's Got Talent on Saturday night.
"With 'Sing-along', we wanted to generate a real feeling of anticipation and create a truly unique, memorable moment that everyone would want to share in, as this is ultimately what lies at the heart of the T-Mobile brand. The event gave thousands of people the opportunity to experience first hand what 'Life's for Sharing' is all about," says Paul Silburn, Creative Partner, Saatchi & Saatchi, London.
When one lone voice was isolated, global pop sensation, Pink, was found in amongst the masses, singing her favourite song, Janis Joplin's 'Piece of my heart'. After the compere, Vernon Kay, persuaded her to lead the crowd in her hit 'So What', Pink joined in the rendition of 'Hey Jude' and then disappeared into the thick of it all as quickly as she had appeared. The crowd was left to enjoy their own chorus of the song and make history by being a part of the British premier of 'Hey Jude' in a UK advertising campaign.
Lysa Hardy, Head of Brand and Communications at T-Mobile, said "'Dance' was always going to be a hard act to follow, but we think we've created a worthy sequel with 'Sing-along.' It's another great dramatisation of our 'Life's for Sharing' strapline - something that's unexpected, wonderful and exciting that you want to share with your friends and family."
Footage from the event will be used for the fully integrated campaign, which will include TV, radio, outdoor and online and that will go out across the UK and 6 other European countries - Austria, Croatia, Czech Republic, Hungary, Macedonia and Montenegro.
The UK appointment to view will air during the 21.00 commercial break on Saturday, 2nd May during ITV's Britain's Got Talent. At the same time an extended version of the advert will go out on T-Mobile's Youtube channel (youtube.co.uk/lifesforsharing). Further digital work will follow.