MUMBAI: T-Mobile accepted the TV ad of the year award at the British Television Advertising Awards for their early 2009 ad release dance.
The ad, created by Saatchi and Saatchi London, featured 350 dancers breaking into a routine en-masse at Liverpool Street station in London. The filming of the advertisement was done in "guerrilla-style", with hidden TV cameras placed around the station.
The cameras captured the spontaneous reactions of London commuters as they watched the dancers complete a range of synchronised moves. Filming and editing the ad in just 36 hours was impressive in itself but now the ad has been rewarded with a most envied award at the BTAA - TV ad of the year.
T-Mobile head of brand and communications Lysa Hardy says, "We are extremely excited by this award as it is the first time a telecoms company has ever won TV ad of the year at the BTAA and is a real accolade for marketing excellence. It was ambitious to turnaround the ad in such a short time, but the fact it was an instant link to the event in Liverpool Street Station made it even more special.
"As a result of the ad and the hard work we put into clarifying the "life’s for sharing" insight, we saw retail footfall increase, web sale results rise by 22 per cent and searches for T-Mobile jump 30 per cent. We also had over 20 million views of "dance" on YouTube - it was the most viewed ad and an instant hit with the public."
