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M&M Awards Winners

M&M Global Award: Content

The winner in this category will demonstrate how an advertiser has successfully partnered with a media owner, content producer or the consumer to co-create content, or harness consumer generated content.

Sponsored by:

Campaign: T-Mobile: Red thread strategy – life’s for sharing with local heroes

Entering Company: Mediacom Germany

Credits: Saatchi & Saatchi, Publicis, MEC, DMS, Starcom Poland

T-Mobile focussed on highlighting local heroes using an international marketing approach in its ‘Red thread strategy – life’s for sharing with local heroes’ campaign.

The telecommunications brand wanted a campaign that could be local, but within an international strategic framework across several European countries. The brands strategy was to make a ‘hero’s’ wish come true which would generate a social buzz communicated via telecommunications across local and national regions.

Phone calls, texting, and Twitter were all means of how messages were spread, supported by internet activity established by T-Mobile.

A young AIDS clinic worker named Phillipe, who walked from one side of Austria to the other, is a strong example of the campaign. He wanted to raise awareness the awareness of AIDS whilst collecting donations along the way. Supporters could follow his progress via websites, radio stations offered daily weather reports and a documentary of his trek aired daily all adding to the buzz.

Similar projects were carried out in Macedonia, Croatia and the Netherlands.

The results were compelling. The Austrian project site received over 15 million hits alone, awareness was up by 54% and to top it all off sales were up to 300% above target.

Judges comments:

The winner was praised for allowing markets to generate content which truly gets the message across.

Watch the campaign video: