Client: T-Mobile
Campaign: This is a T-Mobile HotSpot (2006)
Agency: Publicis West
Creatives: Steve Williams - copywriter / Rob Hollenbeck - art director / Christian Schmidt - photographer
Publicis West's biggest client has been T-Mobile for over a decade. I worked with them from 2004 to 2006, managing the advertising account for their HotSpot Wi-Fi service, available (at the time) in several big-name locations with whom T-Mobile had partnered (Starbucks, Hyatt Hotels, Borders Books, FedEx Kinko's).
The HotSpot group didn't have the big dollar budgets that were used to promote T-Mobile's phone plans with Catherine Zeta Jones, so we had to be creative with where we placed media - hitting up our target audience, the mobile professional, where they were most: airports.
OUTDOOR PRINT
This campaign originally ran in San Francisco's SFO airport, one of the busiest in the U.S., and promoted the fact that SFO had just gone 'completely wireless.' Travelers could now get wireless web access anywhere in the airport, from the moment they stepped out of their cab until they boarded their flight. We then rolled out the campaign to other airports as they became completely HotSpot-enabled.
The work was recognized globally by the D&AD Awards, which "[celebrates] the finest creative work in the world."
Fun fact: the entire campaign was actually photographed in Dallas' new DFW terminal over 3 days. And we only left the airport once for dinner in Fort Worth, since there happened to be a Hyatt Hotel (also a T-Mobile HotSpot) attached to the airport.
