That tricky second album

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Life’s for sharing. Image courtesy of maize

So here it is 48 hours after we wrapped the shoot, the second T-Mobile Campaign ‘Sing-a-long’.

It took us a month, 13,500 people, 200 extras, 2,000 microphones, 8 songs, Vernon Kay and Pink to pull off. But we are rather happy with the results as so it appeared were the people in Trafalgar Square last thursday.

See what you think.
Here is the full length rendition of hey jude.

Here is the audience edit

Here is the life’s for sharing youtube channel with this and much more on it.
The best way to see the rest of the event is from people’s own films on you tube by searching for t-mobile Trafalgar Square.
Enjoy.

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17 Replies to “That tricky second album”

  1. Hey,
    I’m just curious. Technically, how did you guys managed to mix and manage 2000 mics real-time? All mics online, or the “sound focus” on the people is some sort of trick?

  2. Great stuff. Ticks every box I can think of. Just have the usual question – would love to know how you are going to work out how well it has worked, and amongst whom….

  3. Must have been great to be there, but as a piece of brand communication… dire.
    Dance, whatever the debate about originality, was way better.
    Sorry to spoil the party.

  4. Great Stuff indeed. I love to watch the videos. I wish I could have been there too. But as David already asked: Did it work? Did it sell (or at least help to sell)? And if so how?

  5. Absolutely spellbinding!
    Gave me goosebumps… A brand being able to strike up a conversation with so many people with their own, more-than-willing consent…. simply wow!
    Saatchi, truly, is back. Hats off.

  6. We had a few hundred live microphones all numbered and colour coded so in the edits we are able to pick out specific singers. Watch this space for the additional edits.

  7. paul,
    just an opinion. We were asked what we thought.
    I have to say, and have said before I admire the ambition, and the willingness of the client to back this.
    And the scale of this plus the sheer professionalism to get on-screen in such a short time is impressive. But. I think the dance was much more involving, engaging and high energy. Maybe because it was new. This I find flat by comparison and I don’t think it will bear repeated viewing or has the content to stretch to other media effectively.
    But I have a bigger issue.
    I’m worried that we’re all getting a little carried away with the intermediary measures.
    I know this does the download thing, but that isn’t the point unless it leads to something else (ask Gordon Brown).
    Is this going to drive call volume rather than downloads off you-tube?
    And if it does will it be competitive: will that call volume be for T-mobile rather than Vodafone or O2 (both ahead of T-mobile)?
    Youtube love can be a bum steer. We all loved Gorilla until we saw the sales data.
    Galaxy loved Gorilla all the way to the bank. Are you sure you’re not doing the same for Vodafone.
    So there you go, an open and honest answer. I’d ask you to reciprocate. Why is it so good?

  8. I liken this to Cadbury ‘Trucks’ or Alien 3 or something else that disappoints

  9. @jemster:
    What I find dire is that more and more people tend to forget about the mid- and long-term benefits of a brand authentically connecting to people’s lives and giving them things to talk about, things of emotional and social value.
    Yes, now more than ever marketing people (agencies’ clients) need short-term results. But how refreshing and uplifting is it to discover that some brands still have the guts to look further than this recession? Building a lasting emotional relationship with people created and will continue to create incredible amounts of value (hello Coke). Therefore thinking “sustainable relationships” instead of “sell it now” is what adlanders should advocate.
    By the way, I think the thought behind and the execution of the new t-mobile brand behaviour is brilliant: What else than being able to share our lives and experiences with people we love is the positive side of mobile communication?

  10. Jemster.
    “I don’t think it will bear repeated viewing or has the content to stretch to other media effectively.”
    We have 36 hours of film and interactive content from 22 cameras covering 7 different songs. We have plenty of content to see us over the next few months thanks!
    “But I have a bigger issue. I’m worried that we’re all getting a little carried away with the intermediary measures. I know this does the download thing, but that isn’t the point unless it leads to something else (ask Gordon Brown). Is this going to drive call volume rather than downloads off you-tube? And if it does will it be competitive: will that call volume be for T-mobile rather than Vodafone or O2 (both ahead of T-mobile)? Youtube love can be a bum steer. We all loved Gorilla until we saw the sales data. Galaxy loved Gorilla all the way to the bank. Are you sure you’re not doing the same for Vodafone.”
    The results from Dance are fantastic thank you. Too early to comment on Sing-along results
    “So there you go, an open and honest answer. I’d ask you to reciprocate. Why is it so good?”
    I never said it’s good.I asked you why it’s dire as a piece of brand communication and frankly i think you’re not in a position to say without knowing the results.
    For the record though I think it’s better than good. I’m very proud of what we’ve done for T MObile. Oh God I’m starting to sound like Richard, bigging up our work publicly when i should just keep quiet!
    Anyways on to the next event. Will we see you there?

  11. Thanks paul, it’s good your proud of the work, but saying a person is ‘in no position to say without knowing the results’ is a tad defensive isn’t it?
    Did you say the same to campaign magazine?
    Everyone’s entitled to an opinion, however much you may or may not like it
    You haven’t said anything to change my view about the results and I still think that, especially compared to dance… this it aint up for it.
    As for content.
    “We have 36 hours of film and interactive content from 22 cameras covering 7 different songs. We have plenty of content to see us over the next few months thanks!”
    … if it isn’t good to start with more stuff that isn’t good isn’t going to help.
    PS Paul I love the Twisted posters… now that is great work.
    PPS Nico. Your point is what??

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