London - A new campaign for T-Mobile's web 'n' walk service breaks today (Friday) and marks T-Mobile's biggest ever above-the-line online spend at more than £3 million.
The multimedia integrated campaign including TV, outdoor, experiential and interactive activity depicting web and walk's open internet mobile service as 'setting the internet free' has been developed by a team from the main agency and interactive specialists Saatchi & Saatchi Interactive.
The activity includes mass awareness driving activity on high traffic sites including MSN, Yahoo! and Lycos featuring banner ads, skyscrapers and MPUs as well as a heavy investment in bespoke advertorial content on websites that reach a highly targeted audience such as Stylefinder, Lastminute and Channel4.com.
Saatchi & Saatchi Interactive has developed a microsite with a strong experiential element to engage new and existing T-Mobile customers in a fun demonstration of the service. It is hoped that the site will be a strong tool to recruit new customers.
The campaign will also target mobile internet sites that are popular among existing web 'n' walk users including National Rail, Guardian Unlimited and Sky Sports. These are some of the sites that T-Mobile customers can fast link to through this service which is unavailable on any other mobile operator.
Web 'n' walk is a mobile internet service that allows T-Mobile customers to access the internet from a mobile without restriction which is born out in the campaign's end line 'set the internet free'. Customers can access email, check the football results, browse news sites, search Google, bid on eBay and look at any other site while on the move.
Unlike other mobile networks where only WAP enabled sites are available, web 'n' walk allows users unlimited access to all sites for a flat rate of £7.50 a month.
Karen Harrison, head of brand communications, T-Mobile, said: "Web 'n' walk is unlike any other internet service on mobile. It offers people the internet experience they're used to on their PC or laptop while they're on the move. The creative idea from Saatchi & Saatchi works brilliantly across a number of complementary platforms and we're confident it will excite and engage our customers."
James Griffiths, worldwide account director, Saatchi & Saatchi, said: "We want to get people fired up about web 'n' walk. It's a hugely innovative service and we wanted to communicate that to a massive audience. The product is brought to life in an inspiring way using a combination of TV, print and online."