The folks that brought you The T-Mobile Dance, the most-watched flashmob video ever, are back in town with a sequel, staged at London’s Heathrow airport. The T-Mobile Welcome Back uses every trick in the book — swelling choral voices, upbeat and uplifting music, great acting and candid footage — to tug your heartstrings.
That’s one reason why the video has gotten more than 5 million views since its October 27 release. But you can also chalk it up to a canny media and PR campaign that builds on two years of momentum. What’s more, the “Life’s for Sharing” campaign has paid off in increased sales as well as brand engagement.
“The minute we settled on an airport arrival, the objective was to try and make people cry. An airport arrivals area is the perfect place to do that, people are longing to see other people,” says Paul Silburn, creative partner for Saatchi & Saatchi London. In this respect, he thinks, Welcome is even better than Dance. “There are more fun moments and, when you get to the end, it’s also very emotional. It’s amazing that people will actually cry at the ending of an ad.”
via T-Mobile Scores Another Flashmob Video Hit | ClickZ.
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