London - Today sees the latest chapter of T-Mobile's ‘Life's for Sharing' campaign, created by Saatchi & Saatchi, unfolding live at London's Heathrow Airport Terminal 5.
With up to 35,000 people expected to pass through T5 arrivals today, many unsuspecting passengers are being greeted by a crowd of 300 people (including T-Mobile staff and customers) who are spontaneously bursting into synchronised song, giving the weary travellers a welcome home they will never forget.
The uniquely talented ensemble consists not only of ‘traditional' singers, but of a ‘vocal orchestra' - vocalists using their voices to recreate the sound of instruments including guitars, violins, cello, flutes and drums.
The arriving passengers will be greeted personally by members of the eclectic crowd, performing songs taken from a tracklist compiled specifically for welcoming travellers back home.
The tracklist, which is being performed by singers in acapella and accompanied by the ‘vocal orchestra', includes ‘At Last' by Etta James, ‘Comin' Home Baby' by Mel Torme, ‘Return of the Mack' by Mark Morrison, ‘I am the Passenger' by Iggy Pop and ‘I Knew You Were Waiting (for me)' by George Michael & Aretha Franklin.
The ‘Welcome Back' spectacular for T-Mobile is being filmed by 18 different hidden cameras, in order to capture the real reactions of people witnessing the event.
Saatchi & Saatchi will then go through editing and broadcast in less than 48 hours to launch on Friday night.
In keeping with previous Life's for Sharing campaigns, the ‘T-Mobile Welcome Back' will launch with a 3 minute spot this Friday. However, in a media twist, the film will be broadcast in the first ad break of all programming between 10pm and 10.30pm, on over 80 digital and terrestrial channels. It will also launch simultaneously on the major social networks YouTube, Facebook and Twitter, making this three minute event virtually unmissable.
With hero spots on Channel 4 and E4 at 10.15pm, the launch is expected to reach more than 2m households and over 9m viewers on TV alone.
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