90% of the target group of T-Mobile is more interested in MTV and VIVA than in advertising because music is their whole interest.
Messages that try hard to convince in the classical ways are, at best, ignored. Therefore, we composed two unique songs for the audience and used them in our spots.
The spots are more reminiscent of a Music Clip than a typical T-Mobile commercial. We raised the curiosity of the audience quickly. 
What are the songs? Who's are the artists? They could find information online, where an interactive dialogue started on Youtube.
After a short time, the identity of the artist was revealed and a completely commercial-free music video was released and provided the songs as free downloads.
Some users became involved musically themselves and began to create their own remixes. Others used the songs for their private videos. 

2008 Product: Flatrate from T-Mobile | Awards: Die Klappe Bronze