Building a relationship with Generation Z pays off

Together, they first focused on in-depth interviews with its representatives to find out the needs and preferences of this target group. "During the preparation of the content for T-Mobile's Czech channel on TikTok, we tested the above several times in in-depth interviews and the feedback showed that the most interesting for the interviewees was the truthfulness, authenticity and also the practicality of the message. Also the mentioned sustainability plays an increasingly important role. All nine interviewees wanted to know the specific business offers that T-Mobile has for them," says Barbora Šumanská.

The data was then used in several specific projects, such as the promotion of the Electronic Beats festival at Letná, through which the brand reached one million users on six different channels, a special Billie Eilish concert in Germany, and a local activation to engage Gen Z in WhatWeValue, a global platform that helps fund meaningful projects.