Thursday, 14 May 2009

T-Mobile - Trafalgar Square event - Part 2

I went to the T-Mobile's Trafalgar Square event and watched 13,500 doing karaoke.

It achieved great PR and the TV ad [see film] has enjoyed a lot of positive editorial [Read: my friend Faris – 'Bring people together and see what they do' and Futurelab– ‘T-Mobile gets it’].

I like the ad and think it nicely captures the ‘Life’s for Sharing’ idea in a warm and engaging way.

Good work T-Mobile.

The challenge for them now is to build on the positive goodwill and buzz created through the current activity by ensuring they deliver brand experiences to existing users that live-up to the Life’s For Sharing promise.

My advice to T-Mobile is to:

  a)  Ensure they deliver customer service excellence.

  b)  Find ways to delight customers by adding some magic to the relationship.

I believe to win brands need to ensure they deliver positive brand experience at every touchpoint - from the brand promise (advertising) to brand delivery (usage experience) to delighting consumers. If they can do that it is very likely they will move consumers down the Path to Advocacy – a proven success strategy.

This is something O2 seems to do very well. [see case study]

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