Monday, September 14, 2009

T-mobile (Germany) Does Good

This looks like the kind of spot that should be running worldwide. T-Mobile Deutschland (aka, Deutsch Telekom) has produced this TV spot with the help of a German agency called Philipp & Keuntje (

I don’t speak German, but looks like T-Mobile is doing some “good.”

I saved you the trouble, and typed the German supers into a free online translator. Here’s what came out:

IN GERMAN: Das alte Handy abgeben und wertvolle Ressourcen erhalten.
Die Rechnung online bekommen und die Natur schonen.
Lieblingssongs runterladen und weniger Plastik produzieren.
Grofle Veranderungen fangen klein an.
Erleben, was verbindet.

IN ENGLISH: Deliver the old mobile phone and receive valuable resources.
Get the calculation Online and nature of already.
Favorite songs download and produce less plastic.
Grofle porch rings begin small.*
Experience, what connects. (“millions catch at”)

(* they actually mean, “Big changes, start small.”)

My interpretation? "If you bring in your old phone, you can save the earth. Find out how much online, download your favorite songs, and use less plastic."

Big changes start small, indeed.

Two words: thank God. This, to me, is the trifecta. It’s a big company using its big marketing budget for good, and the creative? Really freaking cool. (Finally!)

The film style makes the scenes look like minuatures; like a diarama/model train set of the world. It sets up the “big changes start small” idea in a very intriguing manner.

Note to T-Mobile US: do this.

Is it strategic? Yes. Any company that reduces its carbon footprint with its products/production is on strategy. Is it involving? Absolutely. Inviting customers to make a difference means that the more they buy, the better off the earth is. Perfect. (And they get something free out of it, apparently. Let’s hope it’s not just the Best Of the Rammstein.)

This encourages purchase for a reason. It makes T-Mobile appear forward-thinking and good-hearted. And so … when someone buys, they not only love the earth, they also like T-Mobile. Brand loyalty built.

My guess is they’ll tell they’re friends about it.

(Thanks Griffin, yet again, for the tip on this one. Great find. Go see Griffin's blog, HERE.) I'm reading: T-mobile (Germany) Does GoodTweet this!

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