T-Mobile looks to the afterlife for £17m campaign

LONDON - T-Mobile is launching a £17m marketing campaign, based on its latest strapline "Life's for sharing', featuring a TV spot where a relative searches in the afterlife for more minutes.
The mobile network said the new campaign, created by Saatchi & Saatchi London, is the first to guarantee that its customers will always have an unbeatable minutes allowance (a big bonus in the current credit crunch climate).
It reaffirms the company's positioning as the best value for money mobile network, by challenging consumers to find more minutes for £30.
T-Mobile is the latest mobile network to unveil a new strapline as customers become increasingly price-focused in their decision-making when purchasing mobile phone tariffs.

T-Mobile said its new campaign is based on the proposition that it will match or beat the amount of minutes offered on a like-for-like basis by the other four operators.

Karen Phipson, head of brand and communications at T-Mobile, said: "'Life's for sharing' really cements our focus on relationships, in a way that's energetic, dynamic and involving.
"It's apt that we launch the new strapline in conjunction with our minutes promise, which is all about supporting our customers lives through every-day unbeatable value."

Paul Silburn, a creative partner at Saatchi & Saatchi London, added: "Everyone loves a bargain and people will often search high and low to find the best deal. The creative brings that to life."

T-Mobile certainly have been doing their home work - jsut read the article above on the current preference for Pre-Pay in the credit crunch!!