Visual campaign for the T Phone and T Tablet launch in 10 European countries

Campaign built around the claim “Smart made smarter” demonstrates that artificial intelligence can be accessible to everyone, not just tech enthusiasts. The central motif is the simplicity and practicality with which the Perplexity assistant can help in everyday situations.

The integrated Perplexity assistant launches with a single press of the Magenta AI button directly from the locked screen, or with a double-click of the power button. Thanks to voice commands, it can answer questions in seconds, create a personal training plan, or assist with more complex tasks.

Campaign toolkit by Ogilvy

The Czech Ogilvy team is behind the overall campaign strategy. They prepared key visuals, photographed in the Czech Republic by Pavel Hejný, and subsequently shared for adaptation in 10 European countries: Germany, Austria, Slovakia, Montenegro, North Macedonia, Croatia, Hungary, Czech Republic, Poland, and Greece, where the Deutsche Telekom Group launched the devices. The visuals depict situations in which the Perplexity assistant handles everyday tasks—such as finding a nanny, recommending a movie, or searching for a flight. Each scene, however, features an unexpected twist: the chatbot adds a massage booking for the nanny, reveals the movie ending, or even writes a resignation letter along with the flight. These surprising moments give the campaign a light and humorous touch.

For social media, Ogilvy designed a series of dynamic posts using short everyday-life stories. For example, the Perplexity assistant might remind a user that their grandmother’s birthday is in two days; the user realizes they forgot again, and the AI immediately offers a solution by ordering flowers. These scenarios were designed so individual markets could adapt them to their cultural context.

The campaign also includes visuals for in-store communication, focusing purely on presenting the new devices.

"It was intense work because the campaign had to be easily usable across ten markets while remaining visually consistent. We’re happy that visuals from Prague are now visible across Europe," explains Iván Ardura, Senior Art Director at Ogilvy, adding: "We based the work on universal situations that are understandable across cultures and added a playful tone and humor. Casting was also key; we looked for faces that could appeal to a diverse audience while maintaining the character of the campaign."

The strategic perspective is complemented by Kim Hofmanová, Senior Strategic Planner at Ogilvy: "The T-Mobile brand wants to make cutting-edge technology accessible to the general public, which is why we communicated the T Phone and T Tablet from the first line as smart devices ‘for every pocket.’ With the new generation featuring integrated AI, T-Mobile takes this accessibility to a completely new, smarter level. We aligned our creative concept accordingly."

The campaign emphasizes the core idea that artificial intelligence should be accessible to everyone.

Campaign details:

Timing: August – December 2025
Creative: Ogilvy CZ
OOH & KV: Ogilvy CZ
Digital: PROBOSTON
SoMe: Ogilvy CZ, OZMOZE
PR: Proud Robinson
Chief Creative Officer: Mike Martin / Martin Svetlik
Creative Director: Michal Pivarči
Copy: Daniel Friš
Art: Iván Ardura
Strategy: Kim Hoffman, Jakub Hodboď
Account Management: Zuzana Krivošová, Veronika Krejčí, Simona Lišková

Further details can be found on the Marketing & Media website.