Saatchi & Saatchi injected a burst of high-energy entertainment into the daily commute at Liverpool Street Station when 350 dancers broke into a spontaneous routine to launch T-Mobile's ‘Life's for Sharing' campaign.
Saatchi & Saatchi planted hundreds of dancers and ten hidden cameras throughout the station's rush hour crowds to film the dance spectacular.
In a style reminiscent of ‘flash mob' events, music pumped through the loudspeakers at Liverpool Street Station as a single commuter began to dance. As the music changed, the dancing quickly spread through the morning travellers until hundreds of people were seen moving in unison. Then, as quickly as it began, the performance ended and the dancers dispersed into the crowd. The event, choreographed by one of Britain's leading choreographers, Ashley Wallen, left commuters stunned, surprised and delighted.
Saatchi & Saatchi Creative Partner Paul Silburn said: "The idea was to create a feeling of spontaneity - an event so memorable that people can't help but join in and share it."
Saatchi & Saatchi Creative Partner Kate Stanners said: "Across the whole campaign we've looked for ways to really engage with people through the notion of ‘Life's for Sharing'. We hope that ‘Dance' will connect with people in a bold and dynamic way, inspiring them to create and share their own memorable moments."
The event followed months of preparation including auditioning T-Mobile staff to join the dance corps, secret midnight rehearsals in freezing conditions, numerous meetings with Network Rail and negotiating the rights for eight classic music tracks.
It just goes to show that with imagination, marketing can be interesting, fun and very effective.