Magazine article Marketing

Adwatch: T-Mobile - 'Moving Houses'

Magazine article Marketing

Adwatch: T-Mobile - 'Moving Houses'

Article excerpt

Apparently all T-Mobile customers are snails. The mobile operator's ad for its 'Street check' service shows people dragging their homes down the centre of various streets to meet at a point, accompanied by a beautiful, acoustic soundtrack.

A voiceover goes on to explain that the network can provide potential customers with postcode-specific coverage information prior to signing a contract. So we're not snails, but ever-hopeful that we can take good coverage with us wherever we go.

Correct me if I'm wrong, but I thought the point of a mobile phone was the ability to connect with people wherever I am - untied by house, office or postcode. By setting up the idea of 'Street check', T-Mobile is talking about an issue that highlights a weakness, rather than a strength of the network.

The best this ad can hope for is a brief flurry of bored teenage activity centred on frustrating the system by supplying it with the most obscure postcodes. Less positively, it makes those with no time for digital sport feel exposed to a problem they didn't think existed anymore, knocking T-Mobile off the list of brands to take seriously. …

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