Brief: Communicate T-Mobile’s ‘Family First’ brand positioning to all 9,000 of the company’s UK staff in a way that makes them feel part of the T-Mobile family.

Our audience insight: “A family message will come across strongest in a familiar family setting.”

Activation: We created a fleet of branded caravans and a larger ‘RV’ that visited retail stores, call centres and head office giving staff a taste of the traditional family holiday. The interiors featured dining tables that doubled as interactive touchscreen surfaces whose pre-loaded content educated and engaged staff with the brand’s new positioning – ensuring that every single person who visited had exactly the same experience.

Sadly the campaign was halted shortly after it got under way, due to the announcement that T-Mobile UK and Orange would merge under the Everything Everywhere umbrella.