Lead agency: Fever
Who came up with the idea?: Bruce McLachlan and Melissa Robinson
Who signed it off client-side?
Sarah Jones, Senior PR Manger at T-Mobile
Mat Sears, Head of PR at T-Mobile
Who delivered it?
Fever was tasked with making T-Mobile’s new Broadband and Internet Travel Boosters – data roaming – interesting to tabloids and seen by the “Loose Women” TV audience demographic.
The team highlighted that Facebook is packed with people checking-in on holiday and sharing beach bragging pictures –but paying sky high mobile data prices for the privilege.
The term “Smoasting!” (or “social media boasting”) was coined to explain this phenomenon.
Survey data was used to prove British holiday-makers are a nation of “Smoasters”, and that the Travel Boosters were a response to this new social trend.
The campaign resulted in 28 pieces of coverage including The Mail on Sunday and Daily Star, in addition to slots on Loose Women and the Capital FM Breakfast Show.If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). The deadline was 8 February 2013, but there's still a bit of time if you want to get something in pronto.