london proves actions speak louder than taglines

What is it about London that inspires out-of-the-telly-box thinking? I'm not just talking T-Mobile's flashmob events, such as in January when Saatchi sent breakdancers diguised in business clothes to Liverpool Street Station where they flabbergasted commuters by breaking into dance on the platforms. Or, last Thursday when they text-messaged their customers to gather in Trafalgar Square, drawing 13,000 into what was surely the world's loudest karoake rendition of Hey, Jude...

I'm talking the quieter but just as engaging McDonald's digital display at Piccadilly Circus, one of the world's most photographed locations, where 1.1 million people who visit a week can now snap photos against an ever-changing backdrop that makes it look like they're blowing out birthday cake candles, avoiding a bop on the head or wishfully thinking about (what else) fries or a burger. Agency Leo Burnett cleverly extends engagement by inviting consumers to post photos to a branded Flickr page.  Because as every marketer knows, one CG photo is worth 1000 words of copy.

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. 


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