T-Mobile has launched a new flashmob advertising campaign, this time planting 300 performers in Terminal 5 at Heathrow International Airport. Singers, accompanied by a ‘vocal orchestra’, peformed “At Last” by Etta James, “Comin’ Home Baby” by Mel Torme, “Return of the Mack” by Mark Morrison, “I am the Passenger” by Iggy Pop and “I Knew You Were Waiting (for me)” by George Michael & Aretha Franklin. The ‘Welcome Back’ stunt was filmed by 18 different hidden cameras, capturing the real reactions of people witnessing the event. Within 48 hours a 3 minute film was shown on over 80 digital and terrestrial channels in the UK, launched simultaneously on YouTube, Facebook and Twitter. With hero spots on Channel 4 and E4 at 10.15pm, the launch is expected to reach more than 2m households and over 9m viewers on TV alone.
Click on the image below to play the 3 minute video in YouTube (HD)
Click on the image below to play the Public reaction video in YouTube (HD)
The Welcome Home campaign was developed at Saatchi & Saatchi London by creative director Paul Silburn, creatives Rick Dodds and Steve Howell, agency producer James Faupel.
Filming was shot by Henry-Alex Rubin via Smuggler, London, with producers Ray Leakey and Drew Santarsario.
Music was directed by Shai Fishman.