Telecommunication services are intangible, making it hard for a Telecom brand to build up a relationship with their customers and create an emotional bond.

However, an emotional connection is exactly what T-Mobile’s claim “Life is for sharing” is about. T-Mobile believes that a special moment gets even better when you can share it with others. And T-Mobile services and products support this: They help you share your emotions by calling or texting your beloved ones and mailing photos etc.

T-Mobile decided to make their brand philosophy tangible, bringing it to life in the real world by sharing an extraordinary moment with people - a moment they would not forget. This real-world event was to use the same metaphor and stunning visual experience as the latest advertising campaign: A shower of rose petals.To maximize the impact, this event had to take people by surprise, yet reach as wide an audience as possible. So it was staged at the first day of spring in the city centre, and journalists, bloggers and employees were brought to the place or attended via internet streaming.The results were astonishing.

From immediate internet reaction to newspaper articles and TV documentaries, the event was the talk of the town.

Flowers raining over a square in Vienna’s pedestrian zone: As easy as this sounds, it involved massive logistics. 1000 kilograms of fresh rose petals had to be blown by wind machines from surrounding rooftops.

The day chosen for this event was the first real spring day - guaranteeing maximum pedestrian turnout. Loudspeakers were hidden in the street to accompany the event with T-Mobile music, known from TV commercials.Journalists were invited to a general press conference nearby which “accidentally” ended just the moment the first petals came down from the sky. T-Mobile employees were able to watch the event via a webcam - just one of many internal communication activities around the event.The event had to be postponed once because of bad weather. But the amount of visitors and the overwhelming atmosphere proved that going with the first beautiful spring day was the right decision.

During the event hundreds of people enjoyed this special moment live: Passengers, people from offices and shops, journalists and employees. Many people took out their mobile phones to make calls and share the moment with others, or recorded the scene. The proof that “Life is for Sharing” came alive.

Only two hours later the first blogs, news, fan-pages etc went live on the internet. Austrian TV stations integrated documentary reports in their news the very same day and we even appeared on weather forecasts. Newspapers were full with articles and pictures next day. The event was the talk of the town.