T-Mobile takes to the streets with Redmandarin

April 2006: Strategic sponsorship consultancy Redmandarin has been been given the go-ahead to develop the concept it created for T-Mobile in 2005 – the innovative and highly successful T-Mobile Street Gigs...

The concept was created to demonstrate a clear brand affinity with T-Mobile target consumers age 18 – 22, and reward existing customers by taking them to the core of cutting edge entertainment.

In 2006 the new programme sees the T-Mobile Street Gigs concept evolve from a series of spontaneous, secret live sets by credible bands into a set of unique live experiences, placing less emphasis on the ‘spontaneous’ and more on bringing consumers closer to the ‘ultimate live gig experience’. Chris Roe of Redmandarin : “No existing sponsorship property could deliver against T-Mobile’s specific brand and channel objectives, so we created a platform designed to deliver maximum credibility in the music scene. Festival sponsorship didn’t offer enough opportunities for the brand to cut through the clutter. T-Mobile is making a very confident statement with the Street Gigs”.

Toby Hester, T-Mobile UK Sponsorship and Events Manager: “Redmandarin’s handling of the Street Gigs last year demonstrated clearly how well they understood our brand and our target audience. We’re delighted with how they’re evolving the concept for 2006. It feels live and it feels in tune with us and what music lovers want.”

Redmandarin delivers strategic and creative sponsorship services to predominantly international clients. Current clients include Philips Electronics (global), Sony Ericsson (Europe), Deutsche Telekom (global) and T-Mobile (UK).

T-Mobile Street Gigs 2006 kicked off with The Streets on March 21st at a secret location in London. The gig was an exclusive sneak preview of The Streets new album due out in April. Further announcements for later performances will follow.

For more details log on at www.t-mobile.co.uk\street.

ENDS

For more information, please contact :
Chris Roe on 07785 237883
Shaun Whatling on 020 7566 9410