so you've seen the above already … T-Mobile's latest real-people-crowd-mob-activation-engagement thing, which took place at Heathrow's Terminal 5 not too long ago. big thanks to Laura for sending it in my direction.
I've had two totally separate conversations about this activity. the first was on Saturday, where in a discussion about T-Mobile's latest effort my general line of observation was along the lines of 'yeah but they've pretty much done that now … where can they possibly go? … they're in danger of becoming a one-trick pony – I fear I may have even gone as far as to use the phrase 'jumped the shark'.
my thinking was that it all sounded rather a bit much. a tactical idea that started – brilliantly – at Liverpool Street a couple of years ago is now being stretched just a little too thin. been there, seen T-Mobile doing that. singing to people as they arrive at Heathrow. really T-Mobile? really?!
the second conversation I had about the effort was this afternoon. a full six hours after I actually took three minutes out of my life to watch the above video of the effort. it would seem that Mark Kermode – who says never critique a movie you haven't seen – is totally right…
strategically this is a tactical activation re-imagined in a new time and place. strategically this is an inside-out TV ad and not a lot more. strategically this is a PR platform that engages relatively few people in the actual experience. strategically we should all be really very over this already.
only I'm not over it. I happen to adore this tactical replay of a PR-led inside out TV ad.
I adore it because of the dedication and effort to make it executionally so polished. because of the realness and authenticity of people's reactions. and because it's a piece of communication that reflects a genuinely positive aspect of the human condition.
strategically this shouldn't work. but in execution, it delivers in spades. a strategic one-trick pony it may be, but as ponies that do a trick go, you've got to admit its a pretty good one…