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The Josh Factor

Next instalment of T-Mobile’s new advertising campaign starring a real-life aspiring musician airs Sunday 1st November

 

London, 30 October, 2009:

The next stage of T-Mobile’s ˜What would you do with¦’ TV advertising campaign, which documents a real-life aspiring musician and his quest to form a superband, will air on Sunday night.

 Josh appeared in the first part of the campaign in September which saw real people being stopped in the street and asked what they would do with free texts for life.  Josh, who was originally filmed on his way to a gig in London’s Brick Lane, said he’d use free texts for life to set up a superband - so T-Mobile challenged him to make his dream a reality.

 The instalment airing tonight sees Josh recruiting anyone who wants to be part of his band by travelling through London on an open top bus. The ad - filmed last Friday (23rd) - sees around a hundred musicians, and even some cheerleaders, join the bus to jam with Josh.

 A further instalment due to launch at the end of November will follow Josh as he travels the country recruiting even more musicians for his superband. No actors are being used in the campaign “ all those featured are friends and acquaintances of Josh who have become involved either by receiving a text from Josh, or by getting in contact via his MySpace page (www.myspace.com/joshward84) or on Twitter http://twitter.com/joshward84. So far, Josh has received almost 24,000 MySpace views and 6,000 people have watched his video updates on YouTube.

 

Lysa Hardy, Head of Brand and Communication at T-Mobile, said: For the original ˜What would you do with¦’ creative, we took to the streets and Josh definitely stood out from the crowd with his response of wanting to start a superband. We thought it would be great to challenge him to make this a reality. Like those watching the ad, we don’t know where Josh and his band’s route to stardom will take them and it’s going to be exciting following his story through the ads and across Josh’s social media sites.

 

Josh said: Music has always been a big focus for me, so when T-Mobile asked what I would do with free texts for life, creating an epic band was the first thing that popped into my mind. I never thought I’d actually have the chance to put the group together, and so far it’s been a big challenge, but a lot of fun.

 

The campaign, created by Saatchi & Saatchi London, is designed to support T-Mobile’s unlimited free texts and internet on your mobile for life deal which offers pay as you go customers who top up just £10 over the course of a month, free texts and internet for life.  The TV advertisements will run in the UK only, supported by radio and outdoor exposure.

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Notes to editors

Free texts for life and unlimited internet for life monthly top up reward is open to anyone connecting a free PAYG SIM card or buying a PAYG phone from a T-Mobile store or online at www.t-mobile.co.uk/freesim.  A fair usage policy of 40 MB per day will apply to the unlimited internet offer. To get unlimited free internet and texts for life, customers need to join T-Mobile by 31st January 2010. In order to keep receiving free texts and internet for life, customers need to top up just £10 each month. 

 

About T-Mobile UK

T-Mobile is one of the world’s largest mobile operators with more than 148 million customers worldwide and is the service provider of choice for 16.7 million customers in the UK. T-Mobile offers a range of innovative products and services, such as Solo, the SIM-only plan, Combi, a traditional minutes and text package, and Flext, the UK’s first flexible tariff. T-Mobile continues to innovate with new devices such as the UK’s first Androidâ„¢-based smart phone, the T-Mobile G1, and its successor the T-Mobile G2, both with access to more than 1,000 applications. T-Mobile has pioneered the mobile internet, and operates an award-winning 3G network with speeds of up to 4.5Mbps. As a pioneer of deep network sharing in the UK, T-Mobile plans to deliver close to complete population coverage for 3G services in 2010.

 

Contacts:

 

T-Mobile Press Line                                                                                          +44 (0) 7017 150 150

Brands2Life                                                                              +44 (0) 207 592 1200