Sunday, March 8, 2009

saatchi gets london commuters to break into dance

Am I the only one who hasn't seen this? On January 15,  Saatchi sent 350 dancers in street dress into Liverpool Street Station where they appeared to suddenly break into dance, entertaining and engaging flabbergasted commuters. Hidden cameras captured the stunt and the crowd's reactions to it and, even more impressive was that Saatchi sliced, diced and aired footage only 48 hours later. It's a spot for T-Mobile's "Life's for Sharing" campaign meant to demonstrate "there are often unexpected, wonderful things you want to share with friends and family," according to brand manager Lysa Hardy.

Commented one participant: I was there waiting for a train! It was absolutely hilarious!! The music started up from no where then one guy started dancing in the middle of the room..then all of sudden I was in the middle of it! Some how I managed to start dancing with one of the pros shouting the moves to me.. I know it's a publicity thing... but it certainly made my day!

Flashmob scenes are one thing in exhibitionist New York. Or even in sassy Sarasota. But in stiff-upper-lipped London? Talk about brand engagement. 

standing ovation for GardenBroad


Unknown said...

Saatchi is successful because they're smart! See my blog post about dancing in a Florida supermarket:

Unknown said...

I'm posting again because I had forgotten to check the "e-mail follow up comments" box.

Ad Broad, oldest working writer in advertising said...

Sketchgrrl, love this! Thanks! I'm linking it in the post. Dance on!

Unknown said...

Wow, thanks! (I wrote to Publix corporate after happening upon that Deejay dancing thing, suggesting they make it an ongoing feature. But they never got back to me. Their loss!!