This is a project that is 20years old now!!! (so yes please bare that in mind when looking at the visuals. The phones alone are a blast from the past and I'm not actually that old). Amazing how time flies...but I wanted to share it here as its a story that speaks volumes. I was asked (as CD of the agency I was working with at that time) to work with the franchise group of T-Mobile to generate a concept to drive traffic in-store and ultimately increase sales. We conducted market research and presented it to the client who was amazed to discover who their primary market actually was - yes you guessed it wasn't at all who they had previously assumed! Anyway, to get to the point, we introduced a test campaign during autumn in one city using a new approach and the result was astonishing seeing sales multiply in excess of 300%. We therefore continued the process and rolled out the campaign and mascot to drive the promotions through until Christmas and sales continued to increase even in areas that had previously struggled. However, despite this, ultimately the new approach didn't receive approval from the brand owners and wasn't rolled out nationally despite the statistics and the store sales staff and the subsidiary brand owners wishing to continue.
