T-Mobile turns famous artwork into a campaign for NextU tariffs
T-Mobile continues to communicate its new Next mobile tariff portfolio, this time focusing on the offer for young people and students up to 26 years of age in an online activation campaign. The product campaign has its own creative concept based on the reworking of notorious artwork in a popular meme style and is linked to the previous campaign and the long-term strategic line #Belong through the main message and hashtag. The campaign, created by the Ticino (Ogilvy) team, will run online, on social media and on the channels of selected influencers from 19 August to 8 September.
"With the new Next tariffs, we are changing the game for young people and students. Our young customers can choose the tariff with the benefits that best meet their needs and expectations from the NextU range. Because that's the only way they'll be able to enjoy all the benefits to the full with their peers and family and #Belong. The campaign has its own distinctive visual style and reflects the content that the younger generation searches for on the networks and the way they consume it," says Iva Menclová, Acting Director of Brand and Marketing Communications, T-Mobile Czech Republic.
The communication focuses on three key product benefits offered by each tariff: unlimited data on weekends, convenient free shopping with the premium Alza+ service, and the Securita security component, which protects against fraudulent websites and login data theft and is included in all tariffs.
"We've kept the idea of the previous campaign introducing Next's next generation of tariffs and added a creative approach to suit our target audience. Generation Z excels in the speed with which it adapts to current trends and spreads them further. We therefore connected the product message to a currently trending form of content - memes made from historical artwork - and complemented them with T-Mobile brand elements," says Marie Majerová, the campaign's chief idea maker.
The campaign also includes media cooperation with the HeyFomo.cz platform and collaboration with selected influencers. They will be tasked with presenting NextU tariffs on their channels in an original and humorous way in line with the bold creative - the aim is to show how NextU youth tariffs are changing the game.
Campaign details:
Timing: 19. 8. – 8. 9. 2024
Formats: online, sociální sítě (Facebook, Instagram, TikTok, LinkedIn, Snapchat)
Creative, social media: Ticino (Ogilvy)
Media: EssenceMediacom
Online media: Proboston
Ideamaking a copywriting: Marie Majerová
Art: Filip Tondr
Strategy: Kim Hofmanová
Account Management: Denisa Došlá, Jakub Šumanský
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