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London, T-Mobile has launched a digital outdoor initiative as part of its inaugural campaign promoting the T-Mobile G1, the worlds first Android-powered phone. The campaign breaks today across London Underground screens, digital 6-sheets and on LCD screens at the brand new Westfield Shopping Centre. Grand Visual created three separate executions for the T-Mobile G1 based on Saatchi & Saatchis creative concept which uses Google Mobile map icons denoting places of interest to visually announce “it’s here.” The first execution features a local chip shop with a giant pin head marking the spot. The image zooms out to reveal a product shot with a Google map highlighting the location on screen. A speech bubble appears with the announcement and call to action Its here The new T-Mobile G1 with Google. Get yours now at our local T-Mobile store. The second execution also brings to life the phones arrival with the Google pin head marking Londons popular Borough Market before zooming out to show the markets map location and call to action. The final execution features a group of men playing golf when a giant envelope appears on the golf course demonstrating the phones ability to send and receive mail direct using the Gmail application. The digital outdoor activity complements a broader outdoor campaign, in addition to national press and online, all planned and bought by mediacom.

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