T-mobile sing-a-long

People might think it's sad and it's cheese but the campaign is for the masses and spoke to a wide demography. By engaging the consumers in a simple and fun way, they have boosted the image of the company and revived the brand message without spending thousand on sponsoring big events or artists. They also anchored their campaign on the current trend (X-factor + Flash mob) and bring release in a difficult financial climate. You can't fault them for that, the danger now is that they have to be creative for the next campaigns to stand on their own.