T-Mobile unveils £10m ad campaign

The campaign for T-Mobile’s new ‘Flext’ tariff, covers TV, radio, print, online, outdoor and cinema, and an interactive TV advert made for Freeview, which will air in April.

Beginning with radio promotions this week, the Saatchi & Saatchi-devised campaign will roll out during March and April, under the strapline “The world’s not so rigid anymore”.

As well as Saatchi’s TV advert, set in a surreal flexible environment, the iTV commercial, devised by creative agency Weapon7, will air under the strapline “Do you know your plan?” 

Weapon7 managing partner Steven Hess said: “The DiTV ad, featuring voice over and animation, will challenge viewers to work out their current mobile telephone use through a special calculator. Viewers will be asked if they really know how many minutes or texts they use and will then be presented with details about Flext from T-Mobile.“ 

The online spend will see a homepage takeover of Yahoo Music as well as activity on Sun Online, msn.co.uk and Friends Reunited.

There will be a range of banners and boxes across websites such as Handbag, Lastminute, TicketMaster, the Guardian and PlanetRugby.

The outdoor campaign will see T-Mobile target 150 mainline rail stations and 100 London Underground sites, as well as positioning billboards at more than 15,000 sites across the UK.

Meanwhile, Cinema ads will run before the Michael Douglas action movie The Sentinel, the adaptation of hit Broadway musical Rent, and 9/11 thriller, Flight 93.

Flext offers a monthly allowance to provide true value for money for customers’ mobile phone needs, meaning no restriction is made on separate charges for phone calls, texts and picture messages.