We wanted to grip the public’s imagination, presenting Life’s for Sharing as a genuine story worthy of national coverage. So we decided to create an event so memorable that the public and the media had to share it.On 15th January at 11am, a single commuter started dancing in the middle of a train station. The dance grew as more dancers joined in, until there were over 300 people perfectly choreographed. The excitement caused hundred’s of genuine unsuspecting members of the public to join in and share the moment.The event achieved £1.2 Million worth of free media and press coverage. It was reported by 6 TV news stations, including ITV news & London Tonight. Even reporting the launch time for the commercial. 14 national, local and regional newspapers, including The Times, The Guardian & The Sun (who described it as ‘an epidemic of joy’) reported it. In a recession, T-Mobile’s sales have grown a massive 52% from last year and there is huge public anticipation for the brand’s next campaign.

At 11am on 15th January a single commuter started dancing. Moments later hundreds more joined in, including hundreds of genuine members of the public.

Broadcast news crews & influential bloggers covered the event. An electronic press kit was distributed to all national and London media. We had our own photographers at the event, supplying stills to picture desks. It even appeared in the lunchtime press before the cameras had even been packed up.After the event aired on prime time TV, we sustained editorial interest for another three months by holding our own regional versions of the dance; and encouraging celebrities to do their own tributes of the dance.The event took on a life of its own as it was re-enacted up and down the country, from the scale of 1,300 people re-enacting it at Liverpool Street Station, to a couple doing it as there first wedding dance.

• £1.2 Million worth of free media and press coverage.• The event was reported by 6 TV news stations, including ITV news & London Tonight. Even reporting the launch time for the commercial.• 14 national, local and regional newspapers, including The Times, The Guardian & The Sun (who described it as ‘an epidemic of joy’) reported it.

• 19 regional radio stations, including BBC London, LBC & Heart.• The 3 months of PR activity resulted in the event climbing to a staggering 13 million YouTube hits.• It resulted in T-Mobile’s YouTube channel becoming UK’s 2nd most subscribed ever.• It’s the most viewed commercial in the last 365 days on ViralVideoChart.com• 43 devoted Facebook groups, the largest has 4,500 members.• Re-enacted up and down the country by public & celebrities.• In a recession, T-Mobile’s sales have grown a massive 52% from last year.

• There’s huge public anticipation for the brand’s next campaign.