Brand Barometer - T-Mobile seeks ultimate value

Excavations and seances spark interest in mobile phone operator's value-for-money-themed campaign.

T-Mobile's new ad campaign, which has run across print and television, aims to improve consumer perception of the value for money offered by the brand.

Both formats of the ad carry the slogan: "See if you can find more minutes for £30."

The first of the new advertisements for T-Mobile, which aired on 25 June, is set in an archaeological excavation site.

The ad features a man on his hands and knees, carefully uncovering what he later describes as a "priceless Roman vase".

The supervisor of the site peers into the trench the man is digging in and asks if he has found anything.

The archaeologist describes the vase and then proceeds to fling it onto a pile of other historical artefacts. The supervisor acknowledges his efforts with: "Oh well, keep going son," before the narrator reads the tagline and the T-Mobile logo appears.

The second TV ad, which first aired on 3 July, shows a group of people engaging in a seance. The medium makes contact with "Uncle Derek", who, when channelled via the medium, declares: "Forget it, I can't find more minutes for £30 here."

Concluding the series, the print ad, released to coincide with the TV ads, features a man looking in a lion's open mouth in his hunt for more minutes for £30.

According to BrandIndex, the ads appear to have worked, as shown by T-Mobile's three-day average buzz, general impression and value-for-money scores (see chart).

After the first ad aired, the T-Mobile brand achieved its highest buzz and general impression scores for the year so far, scoring 5% and 9% respectively.

When the second ad aired on 3 July, these scores saw a slight improvement again.

However, perhaps of more interest, given the nature of this campaign, is the fact that the brand's value-for-money scores are continuing to show an upward trend, with scores up from -5% on 29 May, to 3% on 8 July.

T-Mobile will hope that these encouraging trends can continue, particularly as rival mobile company Orange has just launched its latest advertising campaign.

www.brandindex.co.uk

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