The activity, created by Saatchi & Saatchi, focuses on a ‘Double your credit' deal to support T-Mobile's Top Up & Stretch tariff, which offers pay-as-you-go customers who top up by £10 during the week an extra £10 free credit to use that weekend.
The multimedia campaign will run for eight weeks, spanning TV, outdoor, cinema, online and in-store activities. Cinema advertising will be at the heart of the campaign, which will also be used to promote Samsung pay-as-you-go handsets.
Following on from the previous ‘Welcome home' campaign, the new creative will centre on a chase.
The TV spots show a character running out of a convenience store, being chased by the shop owner and his wife because he has not been visiting the store as a result of his mobile phone top-ups lasting longer.
Sam Taylor, head of advertising and sponsorship at T-Mobile, said: ‘The "Double your Credit" message captures the essence of this offer and, at a time when many consumers are watching their finances, it's important that every customer knows how they can make their top-ups last longer.'
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