In the summer of 2010, Brands2Life was challenged with launching T-Mobile’s new customer loyalty scheme, Night In, a movie and game rental offer with Blockbuster. Our brief was to increase awareness and redemptions for the deal and find T-Mobile customers to star in the supporting advertising campaign.
As Night In was designed to improve the time customers spend at home with friends and family, we decided to bring this idea to life by using the focal point of a night in, the sofa. We created a giant settee, almost as big as a double-decker bus, turning London’s Covent Garden into a huge front room and invited girl band of the moment, The Saturdays, to climb on board.
The colossal couch combined with one of the UK’s biggest pop acts provided the perfect vehicle for a photocall. A media scrum ensued as hundreds of people queued to audition for the ad campaign.
The stunt achieved huge coverage numbers saturating the nationals with pieces appeared in The Daily Mirror, Daily Star, The Guardian (picture of the week), Main Online, Telegraph Online and Metro Online. Broadcast coverage included Capital FM, Heart FM, Live at Studio Five and Living TV and the story was also covered by lifestyle media such as OK!, Now and Heat.
The T-Mobile Big Sofa then went on tour, to Birmingham and Leeds, allowing hundreds more Brits to audition for the adverts. We also recruited Great Britain and Leeds Rhino’s star Jamie Peacock to tackle the sofa, generating a big splash in the Yorkshire Evening Post.
To date the campaign has achieved over 100 pieces of coverage, with a reach of over 170 million people.