T-Mobile backs U-Fix launch with massive online ad campaign

by Emma Rigby, Revolution UK 05-Apr-05

LONDON - T-Mobile has launched its biggest online push since its 'Relax' campaign, to support the multimillion-pound TV, press and print promotion of its new billing service, U-Fix.

A three-pronged campaign will use creative by agencies Saatchi & Saatchi and Glue London to push the message "If only life was as predictable as U-Fix".

A homepage takeover of AOL, MSN and Yahoo! marked the start of the push, and will be followed in April by a second stage involving rich-media formats built in Flash across targeted sites.

This second stage will sustain a number of creative executions, which suggest that people could benefit by predicting the future, by using its U-Fix package.

Creative on Soccernet.com points out to a football fan he does not need to get to the match till the second half to see his match score a goal. An ad placed on Timeout.com shows that a club is for over 21s only -- except at 11.27pm when the bouncer nips to the gents, and a third ad on Getlippy.com features a dress for £90, but adds: "That girl in finance will wear it to the same party on Saturday."

A May campaign will take a more tactical focus and use banner ads by Glue London for direct response and drive traffic to a microsite.

In terms of audience numbers, the total campaign is aiming for 60m ad impressions. Media planning is by Media.Com.

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