T-Mobile launched a digital outdoor initiative as part of its inaugural campaign promoting the T-Mobile G1, the world’s first Android-powered phone. The campaign aired across London Underground screens, digital 6-sheets, and on LCD screens at the brand new Westfield Shopping Centre.
Grand Visual created three separate executions for the T-Mobile G1 campaign based on Saatchi & Saatchi’s creative concept which uses Google Mobile map icons denoting places of interest. The first execution features a local chip shop with a giant pin head marking the spot. The image zooms out to reveal a product shot with a Google map highlighting the location on screen. A speech bubble appears with the announcement and call to action “It’s here – The new T-Mobile G1 with Google. Get yours now at our local T-Mobile store.”
The second execution announces the phone’s arrival with the Google pin head marking London’s popular Borough Market before zooming out to show the markets map location and call to action. The final execution features a group of men playing golf when a giant envelope appears on the golf course demonstrating the phone’s ability to send and receive mail direct using the Gmail application.