Brief: Use cinema as a mechanic to reach and engage with T-Mobile’s core audience of 18-22 year olds.
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: A month long drive-in movie experience, built entirely from scrap metal and shipping containers. Street Movies attracted a combined audience of over 6,000 to a converted wasteland in the centre of Birmingham.
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.