T-Mobile stood up for Olympians in a flood of hate
Marie Majerová, Ogilvy's Senior Idea Maker, presented T-Mobile's reactionary marketing campaign to Marketing & Media. This was the brand's response to the wave of hateful comments made about the Olympic collection for this year's Paris Olympics. The target was not only the collection itself, but also, for example, the skin colour of one of the models.
The T-Mobile brand has long been speaking out against "hate speech" in the virtual space and has therefore decided to respond quickly and effectively. Within a day, it created a series of reactionary social media posts, using its ambassadors and employees, symbolically dressed in Olympic capes, to stand up for Olympic values and diversity.
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