Saatchi & Saatchi UK Launches T-Mobile G1 Handset

London - 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.

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