T-mobile, Life's for sharing

Two years ago T-mobile made a serie of videos where music had an important role. In these video’s people had an important role and one of the main points was many people in one place doing something together. I will discuss two of these video’s.

The first one is called ‘Welcome home’ (http://www.youtube.com/watch?v=NB3NPNM4xgo). The video is taken at Heathrow in London. People are waiting for their loved ones to arrive and suddenly a lady starts to sing. All of a sudden more people show up and are singing, making instrument sounds with their mouths. During this ‘concert’ no instruments were used, but it is almost like there is a complete orchestra in the arrival hall.  

In the second video (http://www.youtube.com/watch?v=orukqxeWmM0), people gather at Trafalgar square to sing ‘Hey Jude’ from the Beetles. Almost everyone has a microphone and the person who is seen by the camera is heard the loudest. Like the previous video, this video has a bounding element.

It is that element which makes these videos that good. T-mobiles slogan: ‘Life’s for sharing’ is showing off during these videos. Sharing good moments like arriving or singing with everyone with some music and a good atmosphere, that is what is shown here.

The only question I have is what does this video for the selling rates? Do people subscribe to T-mobile after they see this video? And as a user of T-mobile, do you feel more bounded? Or is it just a nice, creative video?

Lisa Ensing