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T-Mobile UK wins TV ad of the year


* T-Mobile takes accolade at British Television Advertising Awards

Last night, T-Mobile accepted the TV ad of the year award at the British Television Advertising Awards for their early 2009 ad release “dance”.

The ad, created by Saatchi & Saatchi London, featured 350 dancers breaking into a routine en-masse at Liverpool Street station in London. The filming of the advertisement was done in “guerrilla-style”, with hidden TV cameras placed around the station. The cameras captured the spontaneous reactions of London commuters as they watched the dancers complete a range of synchronised moves. Filming and editing the ad in just 36 hours was impressive in itself but now the ad has now been rewarded with a most envied award at the BTAA - TV ad of the year.

Lysa Hardy, Head of Brand and Communications at T-Mobile says "We are extremely excited by this award as it is the first time a telecoms company has ever won TV ad of the year at the BTAA and is a real accolade for marketing excellence. It was ambitious to turnaround the ad in such a short time, but the fact it was an instant link to the event in Liverpool Street Station made it even more special.

She continues “As a result of the ad and the hard work we put into clarifying the ”life’s for sharing“ insight, we saw retail footfall increase, web sale results rise by 22 per cent and searches for T-Mobile jump 30 per cent. We also had over 20 million views of ”dance“ on YouTube - it was the most viewed ad and an instant hit with the public.”

About T-Mobile UK
T-Mobile is one of the world’s largest mobile operators with more than 151 million customers worldwide and is the service provider of choice for 17.2 million customers in the UK. T-Mobile offers a range of innovative products and services, and continues to innovate with new devices such as the Android™-based smartphone, the T-Mobile G2, and the T-Mobile Pulse, the UK’s first Android™ handset available on pay as you go. 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 is continuously improving population coverage for 3G services and will operate the best 3G network by the end of 2010. For more information about T-Mobile UK, please visit


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