T-Mobile wanted to give an unforgettable and surprising present to Germany, Poland, Croatia, Montenegro and Macedonia. In Frankfurt, Zagreb, Cracow, Skopje and Podgorica they set up giant Christmas boxes, each one gift wrapped. We then handed out 30,000 ginger bread cookies with the location baked into them. At the set time the box opened, revealing Mariah Carey, who sang Silent Night with dancers. People sung along, clapped their hands or waved candles (some downloaded as apps on their smartphone). Suddenly, and to everyone’s amazement, Mariah disappeared into a cloud of star dust, only to reappear in a new outfit.

Nearly 40,000 people joined Mariah singing Silent Night live all across Europe. Because of the campaign, 40% of people had a better attitude towards T-Mobile. The Twitter hash tag #DTChristmas trended at No.4. There have been over 600,000 views on YouTube. 400 candle apps per minute were downloaded throughout the concert. Commercially, Poland and Croatia cleared the shelves of T-Mobile stores in a matter of weeks. We saw an aggregated 45% increase in sales during the quarter of voice and data tariffs. Whilst Montenegro achieved 100% of their pre-paid and fixed line targets.