Ogilvy to provide esports and gaming communications for T-Mobile

The agencies were commissioned in a tender to prepare a localised positioning of the international T-esports Championship tournament, a communication strategy including a proposal for specific activities and a long-term vision. This is a long-term project in the field of esports that will culminate in an international tournament. It is organised for gaming and esports enthusiasts by the parent company Deutsche Telekom and is open to professional and amateur teams of players from selected countries in Central and Eastern Europe. This year, the Czech Republic, Poland and Hungary have been added to the list.

"The communication of the T-esports Championship tournament starts on the Czech market in August with the main goal to stimulate the interest and motivation of Czech players to enter the international competition. In September, the qualifiers themselves will begin, with players from six European countries taking part, and in mid-November, the anticipated final will take place, where the winners of the individual game titles will share the top prize of EUR 100,000 and other prizes," comments Iva Menclová, Acting Director of Brand and Marketing Communications, T-Mobile Czech Republic, on the planned campaign.

Ogilvy prepared the winning offer in cooperation with the gaming and esport agency Obviously Professionals, which represents one of the most successful esport teams in the Czech Republic, Sinners.

"The key for us was to find the best combination between what we are currently building for the T-Mobile brand, which is the #Belong platform, and the non-professional gamer environment. We consulted with them during all the preparations to make sure that we create an environment where gamers feel like they #Belong," says Jakub Šumanský, Senior Client Project Lead at Ogilvy. The tender was project managed by Jakub Šumanský and Denisa Došlá from Ogilvy's social team, the strategy was prepared by Jiří Jón and the creative was covered by Jan Fryč.