So that everyone can #Belong

The story of the spot focuses on a young boy who must avoid the sun's rays due to his heightened sensitivity. Because of this, he cannot swim in the lake at normal times of the day like his friends do and enjoy the summer to the fullest. But his friend adapts to his needs and, with the help of his parents and the benefits of T-Mobile's new tariff portfolio, surprises him with an early evening swim at the lake. That way, he too can still #Belong.

"We are launching new tariffs that are truly unique and game-changing in their content. We are carrying this idea into our new campaign. In life, sometimes we just need to change the rules of the game in order to have a great time with friends and #Belong. And how important it is to take care of relationships with our loved ones and friends even in times when everything is not ideal and someone may feel a bit left out of the group, the friend of the hero of the spot showed us," says Iva Menclová, interim director of brand and marketing communications, T-Mobile Czech Republic, adding: "Our new tariff portfolio is full of attractive benefits that will allow customers to spend time with their loved ones to the fullest."

"This is the third campaign within the long-term communication concept #Belong, through which T-Mobile connects customers with their small worlds - with family or friends. These are the close connections that Czechs really care about. This time, we focused on insight about the difficulty of maintaining these relationships when someone is different from 'normal'. This is where we need to accommodate the other, or even change the rules of the game so that everyone can feel #MeToo. It is also a parallel to the new tariff portfolio, which changes the rules of the game of the Czech tariff market, as it offers unconventional benefits alongside the usual ones," explains Kim Hofmanová, Strategic Planner at Ogilvy.

The Next mobile tariff portfolio responds to the current needs of customers to enjoy time with their loved ones to the fullest. The range therefore not only includes extra data volume at home and abroad (outside the EU), the option of unlimited weekend data packages, a Security component or a discounted phone offer, but also products from renowned partners - the convenient AlzaPlus+ delivery or a free 12-month subscription to the Max streaming service. 

The spots were filmed at Jezera Lhota in the production of Stink Films headed by directors Matyáš Fára and Petr Vlček. The product-oriented campaign has been on air since 26 June and will run until the end of the summer in two waves. A 15-second version of the spot was launched first. This will be replaced in early July by its full, 30-second version and three 15-second spots focusing on the main benefits of the tariff portfolio: subscription to the Max streaming platform, AlzaPlus+ delivery and bulkier data packages. In addition to TV, the campaign will be seen until the end of the summer in print and online media, on social media, on OOH carriers and in the operator's stores.

Campaign details:

Timing: 26. 6. – 31. 8. 2024

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

Creative: Ticino (Ogilvy)

Media: EssenceMediacom

Online media: Proboston Creative 

Social media: Ogilvy

Production: Stink Films

Director: Matyáš Fára, Petr Vlček

Producer: Petr Moravec

Key visual (product): Dany Peschl

Key visual (image): Pavel Hejný

Music: IAMVILIAM s.r.o.

Chief Creative Officer: Mike Martin

Creative Director: Michal Pivarči

Art Director: Iván Ardura, Sean Harrison

Copywriter: Tatiana Hořavová

Strategy: Kim Hofmanová, Jakub Hodboď

Account Management: Mabel Castillo, Tomáš Dvořák, Matej Paluš

Social: Jakub Šumanský, Marie Majerová, Denisa Došlá

Production: Jana Brožková, Barbora Bajgarová