In T-Mobile's new campaign, Alexander Hemala tries to keep up with MAGENTA TV

09/05/2023

MAGENTA TV's new, second digital TV campaign from the Ticino agency team communicates the service's key benefits - a wide range of channels for the whole family and the ability to watch content on up to six devices simultaneously. The variety of genres on offer is illustrated in the spot and in the visuals by the various disguises of TV presenter Alexander Hemala, who represents TV for every member of the family. The campaign launches on 9 May on TV screens and will gradually roll out across print, online, social media, podcast platforms and point of sale.

Key visual
Key visual

Last November, T-Mobile unveiled a communication concept for its digital television service MAGENTA TV (formerly T-Mobile TV) and launched its first campaign to promote it. The new spring campaign continues to build awareness of the service, and unlike the autumn campaign, which featured static online and OOH visuals, TV is now part of the media mix.

"The new campaign highlights two key benefits of MAGENTA TV, namely the variety of programming and the ability to watch online TV content on up to six devices simultaneously. We are responding to changes in the way people watch TV and the often very different genre preferences of members of the same household. Family fights over the TV remote are a thing of the past; today, everyone can enjoy their favourite TV entertainment without restrictions".
― Ladislav Báča, Head of Brand & Marketing Communication, T-Mobile Czech Republic

The inhabitants of a single-family house turn on MAGENTA TV simultaneously in three spots of 15, 30 and 60 seconds.

"Alexander Hemala is an icon and a symbol of television. But MAGENTA TV handles so many great shows, so many broadcasts at once, that even the biggest pro finds it difficult to keep up. This is a theme that runs through all the other output, from bumpers to personalised YouTube videos to social media content".
― Michaela Pechanová, Creative Director týmu Ticino

The TV spot was directed by Marek Partyš, produced by Bistro Films and shot on location in Prague 6. Costumes representing different genres of TV entertainment were created by costume designer Oscar Charpentier.  The TV spot is also accompanied by a series of personalised videos that will appear in pre-roll formats as introductions to themed sections on YouTube. The key visual was created using CGI (Computer Generated Imagery) and features Hemala in six different disguises on six different devices simultaneously.

The campaign will run until the end of June on TV screens, in print and online media, on podcast platforms, on social media (Facebook, Instagram, YouTube and TikTok), in shopping malls and in the operator's physical stores, where audio spots will run alongside the visuals in print and digital formats.

Campaign presentation:

Timing: 9 May - 30 June 2023

Formats: TV, online, print, point of sale

Creative: Ticino (WPP)

Media: EssenceMediacom

Online Media: Proboston 

Production: Bistro Films

Directed by Marek Partyš

 

Key Visual

Production: Tomáš Tomášek

Photo: Dany Peschl

CGI: Jiří Křivánek

 

Credit (Ticino):

Creative Director: Michaela Pechanová

Art Director: Lais Veloso

Copywriter: Tatiana Hořavová, Matouš Hruška

Strategy: Kim Hofmanová

Account Management: Matej Paluš, Kristýna Ambrožová

Social: Denisa Kadaňová, Marie Majerová

 

Credit (EssenceMediacom):

Account Director: Karel Maxa

 

Credit (Proboston):

Account Management: Marta Tužová

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