Ogilvy prepared an AI-powered campaign for T-Mobile

The creative concept builds on the ongoing expansion of the optical network and is based on a simple idea: fibre internet may already be available in places where people do not expect it or are not aware of it. Many households today already have fibre connectivity available directly at their address, yet they continue to use older, less stable and slower technologies for their internet connection. The campaign therefore works with the “OPTICKÁ” motif as a clear and easily recognisable symbol of modern connectivity that can quite literally be just around the corner.

“The goal of the campaign is to encourage customers to check the availability of fibre internet at their address,” says Iva Menclová, Head of Brand Strategy at T-Mobile Czech Republic, adding: “We continue to expand T Fiber coverage so that as many households as possible can access it. Fibre offers many advantages – it is stable, enables speeds of up to 2000 Mb/s and is among the most reliable forms of connectivity. It can easily handle the needs of an entire household. Installation is free of charge and customers can check availability online, in stores or via the customer service centre.”

AI Hybrid Production and Flexibility in Practice

The creative concept of the campaign was developed by Ogilvy. As the agency team had only one month to prepare the campaign, they worked with the WPP Open platform and AI tools, which enabled the key visuals to be created digitally. What was originally intended as a simpler concept evolved into a nationwide campaign featuring six different executions. Production was handled by Bubenská Production.

“For us, this project proves that when creativity and technology are well connected, a strong campaign can be delivered even within a short timeframe. Thanks to our WPP Open platform, AI tools and close collaboration with the client, we were able to quickly expand the original concept into a broader campaign,” says Simona Lišková, Chief Client Officer at Ogilvy.

WPP Open

WPP Open is WPP’s global marketing platform that brings together data, creative tools and technologies, including artificial intelligence, within a single working environment. In practice, this means teams can collaborate more effectively, share materials and use AI tools throughout the entire creative process, from strategy and concept development to production. The platform enables faster campaign development, work at greater scale and better coordination between agency and client, without compromising the quality of the output.

Campaign Credits:

Timing: 1 January – 28 February 2025

Formats: OOH, TV, online, point of sale, print

Creative Agency: Ogilvy

Media Agency: EssenceMediacom

TVC, online media, OOH and key visuals: Ogilvy

Digital and social media: Proboston Creative, Triad Prague

Music: Title: Begin Again, Written and composed by: Anna Pancaldi, Published by: Studio Fontána spol. s r.o.

Chief Creative Officer: Martin Světlík

Art & Copy: Ogilvy - Ticino team

Strategy: Kim Hofmanová

Account Management: Lucie Kaňková, Simona Lišková

Production: Bubenská Production