Magenta Moments as a path to shared experiences

"Our Magenta Moments customer programme is all about experiences. Experiences that we can have with those we love and feel good with. And when we feel like we don't belong somewhere, like our dad in the spot, there is someone nearby - in our case his daughter - who can help us overcome the uncomfortable feeling and #Belong," says Iva Menclová, interim Head of Marketing Communications, T-Mobile Czech Republic. "Summer is the season of fun and music festivals. The offers in Magenta Moments help bring people together and allow them to experience joyful moments that sometimes they might not expect to experience," adds Menclová.

Magenta Moments is a global customer program offering various benefits and discounts, which has had its Czech version since last September. The programme is available in the My T-Mobile app and provides both benefits directly from the Magenta operator and partner offers in the thematic categories of Food, Travel, Entertainment and Shopping. As part of the limited promotion, customers can currently receive sunglasses and coloured socks as a gift. They can select their reward in the app and then collect it in store. 

The story of the spot is based on a real-life insight from the concert and festival scene - a father takes his teenage daughter and her best friends to a rock concert, just like fathers do when their daughters aren't old enough to go out on their own. Humor and the positive emotions of feeling a sense of belonging play a key role in the film. 

"Personally, I really enjoy the atmosphere we have managed to create at the festival, literally on a green field. Everything came together beautifully in the end - from the casting and chemistry between the main characters, to the right band with the necessary drive, to the energy under the stage. Every single component of the concert was subordinate to our main goal - to make our story believable, well connected to the service and have a strong ending that can grab the heart," says Michal Pivarči, Creative Director of the Ticino team. 

The campaign is designed as a three-phase campaign: the first phase started on 20 May with the launch of a 35-second TV spot and focuses on building awareness of Magenta Moments on a mass scale. In the second, activation phase, communication will be mainly digital and social media to motivate people to get the sunglasses and socks. The final part of the campaign will also run digitally and on social media, and will focus generally on taking advantage of the benefits in the Magenta Moments section of the My T-Mobile app. Digital and print creatives will also be on display throughout the campaign in the operator's branch network.

Credits of the campaign:

Timing: 20. 5. – 30. 6. 2024

Formats: TV, online, point of sale

Creative: Ticino (Ogilvy)

Media: EssenceMediacom

Online Media: Proboston Creative 

Production: Boogie films

Director: Luboš Rezler

DOP: Tomáš Kotas

Music: We Can Get It Right Now
 

Key visual (product): Dany Peschl

Key visual (image): Ondřej Košík 

Chief Creative Officer: Mike Martin

Creative Director: Michal Pivarči

Art Director: Francisca Plaza Gonzalez

Copywriter: Ondřej Zvolský, Tatiana Hořavová

Strategy: Kim Hofmanová

Account Management: Matej Paluš, Ethel Hammonsová

Social: Denisa Došlá, Marie Majerová

Production: Veronika Sabová, Jana Brožková