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May 25, 2009
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T-Mobile gets staff singing to the tune of its consumer karaoke campaign




An experiential staff incentive and motivation campaign was launched recently by mobile phone giant T-Mobile for its 9,000 staff, to complement and coincide with its iconic Trafalgar Square karaoke TV ad.

Entitled Sing-along, it ran three weeks before the memorable event in Trafalgar Square, with a web-based singing competition, and was created by experiential agency TRO.

Employees were encouraged, through teaser communications and props, to upload a video of themselves singing to a bespoke website where colleagues could view, rate and comment on every performance. Singing booths were created for five of T-Mobile’s UK sites to build excitement and increase participation.




T-Mobile's got talent: Staff star in Trafalgar sing-a-long


The six winning T-Mobile employees became stars of the TV ad, which was filmed on 30 April in Trafalgar Square and aired 48 hours later on 2 May. Also organised by TRO, the winners enjoyed a VIP trip to London – including a meet-and-greet with Pink.

“The 'Sing-along' campaign is a wonderful example of a successful internal communications programme run across head office, call centres and retail stores,” said TRO account director Chris Wareham.  “T-Mobile has been able to make an ad campaign wholly successful by embracing both its target market through engagement with the brand, and also its employees by giving them a chance to be part of the business success.

“Some employees are even becoming minor celebrities – so it's no wonder so many are getting behind T-Mobile.”

TRO continues to work with T-Mobile on the Sing-along campaign, with retail activity taking place during May and more internal activities planned throughout the summer.


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