Brief: Activate T-Mobile’s sponsorship of Birmingham’s city centre ice rink by ensuring that T-Mobile’s brand values are communicated at every touchpoint.

Our audience insight: “I want to look good in front of my mates by giving them an incredible experience without feeling like we’re being sold to.”

Activation: The design of the rink inside and out including lighting, identity, advertising, entertainment and ice-side bar. Every aspect was created with T-Mobile customers in mind, giving them special perks such as access to the rink’s jukebox that made them look great in front of their mates.

Results: The results were measured as part of the overall T-Mobile Streets campaign, for which 92% of attendees left the events feeling more positive about T-Mobile and no less than 100% of those surveyed told their friends about their experience. Measured against T-Mobile’s brand tracker, the events created strong brand advocacy and a big shift in brand perception.