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"It’s fair to say we would never have developed the Street Gigs without Redmandarin. First they helped us to realise the potential of creating our own events, and then they helped us do it. They’ve been amazing - my unofficial sponsorship department for the last 18 months. I get the same level of commitment I expect from my own staff, along with all the benefits of top consultancy. The Gigs have been very special for T-Mobile. Redmandarin’s a very special company."
T-Mobile
Achieving cut-through by property creation
T-Mobile had identified the attitudinal 18-22 year old market as key to changing its brand positioning in the UK - and identified music as an obvious route to reach this difficult to influence audience.
But the area of music sponsorship is extremely cluttered and a number of competitor brands were already involved with initiatives in this area, so the real challenge was a classic : how to achieve cut-through in communicating the T-Mobile brand and its values, as well as driving consideration, in a crowded marketplace.
The work’s still ongoing, but interim results are fantastic.
For the full buzz, click here.
