THE CHALLENGE: T-Mobile was gunning to become the greenest mobile phone company around. They needed a campaign that would appeal to eco-conscious customers and could accompany the launch of their new phone, The MOTO Renew, the first phone made from plastic of recycled water bottles.
THE IDEA: A digital campaign where simply being a T-Mobile customer, meant you were doing good for the planet. The Mobilize campaign promoted Change Powered by People where customers were rewarded for switching existing accounts to “Green Accounts". They received inclusion in a reforestation effort lead by T-Mobile as well as partner discounts called “Green Perks” sent directly to their phones.
THE RESULT: Simply by switching to a Green Account, T-Mobile customers got over one million trees planted in their names nationwide and helped reforest areas ravaged by natural disasters.
THE WORK:
AWARENESS VIDEOS
A series of four performance art based flash mob videos created for the Mobilize website and social channels to help spread the word and drive participation.
