T-Mobile Relax with Martijn

T-Mobile in the Netherlands is running “Relax with Martijn”, an integrated advertising campaign spread over several months. The campaign is designed to promote T-Mobile’s new Relax subscription, in which unused minutes and texts stay the property of subscribers. Members of the public were asked several months ago, “What would you do with all your extra minutes and texts?” The answer that stood out was from 39 year old carpenter Martijn Bouhuijs from Durgerdam. He was keen to use his unused credit to capture the moment he and his fellow team mates won a football championship final in 1997, between Durgerdammer Racing Club (DRC) and Sloterpark sc / AGS. The game, being covered by T-Mobile, will be played at 2 pm on Sunday March 14.

T Mobile Het Nieuwe Relax site

T-Mobile has run seven ads, along with a dedicated YouTube channel featuring update videos shot by Martijn’s girlfriend, and has made available a downloadable widget with a countdown to the match, available for download on Dutch social networking site Hyves. The videos here is in Dutch. No translation available sorry!

via Saatchi & Saatchi News


The T-Mobile Relax with Martijn campaign was developed at Saatchi & Saatchi Amsterdam by creative director Avinash Sampath, creative director Tim Bishop, chief executive officer Arjan Kapteijns, business leader Sue Workman, project leader Corliz de Jongh and Brenda Rangel, agency producer Lars Fabery de Jonge.

Filming was shot by director Erik Lieshout via Outcast Pictures with director of photography Reinier van Brummelen.

Online work was done at Plain by strategist Marlon Heckman and creative Ineke Meijer.