NEWS

"T-MOBILE Life´s for sharing" the real modern advertising campaign

Advertising campaign as ‘holographic’ broadcast of Mariah Carey concert in five countries

T-Mobile campaign
Global telephone operator T-Mobile has very well understood that approaching new generation of its users requires showing respect to their media perception, and the company must lead its advertising campaign using a new, modern method.  It was necessary to provide the users with a reason for active sharing of indirect advertising statement, ideally by means of viral video. 
Global agency Saachi and Saachi received a difficult task to communicate the statement „T-Mobile Life’s for sharing“. The agency came up with a very smart method for implementing the task.  Using some ‘shocking’ new technology enables us to transfer (if possible within real time) a concert of a famous artist to several countries at the same time.  Detailed processing of the plan was assigned to London agency Radical Media. The agency chose singer Mariah Carey for the Christmas period (also because she made few records in the Xmas spirit) and five European countries (Poland, Germany, Croatia, Macedonia, Montenegro), and broadcasted her concert by means of ‘holographic’ projection into their larger cities.  The appeal of the whole campaign was provided by the event location (central squares of larger cities) and applied broadcast technology.  The goal was to organize the whole show within one moment in the middle of the square in order to attract a large number of young people who immediately start sharing their experience on social networks.  The new aspect of the whole campaign was the fact the whole show (in all countries) was mutually broadcasted and the audience could see the whole event both locally and from other cities.  The respective emotions will be recorded on the spot and only 48 hours after the event, the advertising spot will be made for all countries in question.
Everyone who has completed an advertising campaign must be aware of unbelievable intensity of such plan.  It required the organization of the shooting and also special projection system in each location, mutual connection of the locations.  All at the same time, with minimum signal delay, and knowing such event cannot be repeated, everything is shot at one moment and only once...

‘Holographic’ broadcast
At first, the production looked for suitable technology to complete the broadcasting of the star’s show on the town squares and for shared experience of thousands of people.  For the number of options see figure.  For example 3D stereoscopic broadcast was available.  Unfortunately a logistic problem turned up with the glasses and unclear conditions for the projection.  There was also a popular video-mapping available on a sculpture or specially made sculpture.  The time horizon of the event eliminated such projection method.  Finally, the ‘holographic’ system was selected based on the set of projection system and semi-transparent mirror.  The term ‘holographic’ is slightly misleading.  It is not holographic as in the application of coherent LASER rays and exposed to photosensitive material.  In this case the term ‘holographic’ means the view dependant projection of 3D illusion without glasses. 
It specifically includes the application of a stage trick indicated as ‘Pepper’s Ghost Effect’. It was found already in 1862 as a special ‘Wow effect’ for theatre show. The principal itself is indicated on the figure.  The special semi-transparent mirror completes the real scene with a virtual figure or subject.  The semi-transparent mirror is located in such location to enable evoking a feeling upon looking from the audience that the scene comprises of real elements and of the surprisingly added elements.  The effect author used this trick for showing a ‘ghost’ on the stage.  A ghost was reflected from the theatre pit and appeared after appropriate lighting.  The resulting effect was very suggestive (see), i.e. because the semi-transparent mirror made a person lighter and appearing like a real ghost.   The same effect was later used in relation with so called immersion tables for virtual reality (see).
Modern design of the Pepper’s Ghost Effect is so ‘perfect’ that shows like ‘remote broadcast of a company manager on stage’ are no exceptions including special exhibitions of recognized sports people on stage.   No exceptions are the video conference broadcasts or ‘holo’ product presentations.
It is necessary to adhere to certain rules to make the trick work.  For example, the projection background must be appropriately illuminated and if possible darkened in order to prevent the mirror ‘reveal’.  The trick is view dependant, i.e. it is necessary to ensure the audience cannot see the projection from a close distance or from the side.  During the content shooting for the projection, the identical conditions apply.  Due to including a broadcasted person or subject usually into an artificial action, it is necessary to shoot on well illuminated dark background or by means of a standard colour key.
Special semi-enclosed stage in the present box shape was selected for the T-Mobile campaign.  It resulted in the fulfilment of all tasks within ‘holoprojection’.

 
Shooting a unique moment
The show realization was technically and organization wise unbelievably difficult.  It was necessary to transport technology to the location 2 days prior to the event.  It was necessary to construct a respective ‘box’ with a surprise in order to prevent the view into the ‚kitchen‘.  The box remained enclosed for the whole period and all works took place inside the box.  Everything was under preparation with the knowledge such event cannot be repeated. 
The evening before the show, the countdown commenced and the passers-by were notified of the event.  It was possible to send SMS messages to the other projections.  Thousands of people gathered on the squares before the dawn.  The illuminated present box (including the ribbon) foreshadowed something big.  The countdown was on the fifth minute before the start.  A limousine suddenly arrived and a veiled person left the vehicle and disappeared in the box.  The presenter makes the audience eager and prepares them for exceptional event. The countdown stopped… Thousands of people are waiting. The director starts the show, the box starts opening slowly with the sounds of music.  And suddenly appears: Mariah Carey in the middle of the ‘stage’ and the box.  Trained welcome speech spoken in the domestic language and further talks on the freezing weather.  A song starts, the crowd goes mad and shoots, shares, and chats.  Before next song, Mariah points to the crowd and addresses one participant.  He answers and they communicate mutually.  The crowd believes, Mariah has really arrived.  After the third song, the singer says ‘Do you like magic? T-Mobile has brought one…“ and using the VFX it explodes into particle effect of ‚feathers‘. The crowd goes mad and cannot believe what they see, they look for the singer.  In the moment the singer reappears with the same effect in different dress and reveals the broadcast is in more countries.  The other mega-projections show the picture from other countries.  They all dance and sign the same songs.  The crowd goes mad, sends MMS, SMS… Finally, the concert ends, the box closes, and the show continues directed by the entertainer (karaoke, competitions).
The real emotions of the viewers in individual countries were shot by several teams. There was a lot to shoot. The viewers’ surprise was real and until the disappearance effect the stage ‘holo-effect’ was so suggestive that nobody doubted Mariah has arrived.  The contributory fact was that the show was completed with real dancers (Mariah Carey was ‘in the middle’) and suitable stage layout.  They viewers remained in required distance and viewing angle, so the effect worked well. 

 
Hit
T-Mobile advertising campaign ‘Life’s for sharing’ is an example of successfully organized show which basically accurately hit the target group.   The campaign evaluation will take some time, however the partial results are already present and surprisingly good, and the technology effectiveness proved to be well selected. 
It is a pity the campaign was not realized in Prague, it is still great news that such important event directed from London agency Radical Media was within a large part completed by AV MEDIA and Stillking. We are very happy for the success of the T-Mobile campaign and it inspires local agencies for the same modern campaigns, who can use the advantage the subcontractors are local. 

VIDEO MAPPING PROJECTION The Old Town astronomical clock is one of the most well-known Prague sightseeing. On October 9th, 2010, it celebrated its 600th anniversary. On the occasion of this important jubilee, there will be repetition of the visual screening (video mapping). The Prague Astronomical Clock will be "brought to life" again on Saturday, March 5th from 7.00 pm to 10.00 pm. Each screening begins in 30 minutes intervals. It will take approximately 10 minutes. The entrance to the Old Town Square is for free. You can watch a recording of the video mapping on the Old Town Hall from October here