T-Mobile gives away extra data and other fun giveaways in cheerful summer campaign

28/06/2023

T-Mobile's new campaign, created by the Ticino team (WPP), offers customers three holiday bonuses: 30GB of extra data, a pair of sunglasses and an ice cream. The basis of the campaign is a relaxed TV spot set in a swimming pool environment, where the main characters, the likeable ice cream girl and dancer Zdeněk Chlopčík, are introduced on the dance floor of the ice cream parlour to the tune of the hit song Pump Up the Jam. The campaign will be launched in early July and will run across TV, print, online, OOH and point of sale until the end of August when the limited time offer expires.

Magenta operator's new campaign promises customers a summer like no other, with T-Mobile bonuses to get the summer fun flowing.

"We didn't want to deprive our customers of the popular summer bonus of extra data this year, so we prepared 30 GB for them. But we wanted to surprise them with something extra, so we also prepared other gifts for them in our app, which we believe will help them enjoy the summer to the fullest. The current campaign focuses on building the brand image and communicating our rewards as an essential part of summer fun."
― Ladislav Báča, Head of Brand & Marketing Communication, T-Mobile Česká republika

Customers can simply activate the extra mobile data via the My T-Mobile app and then pick up a pair of sunglasses and a popsicle from the outlets. The offer is available to all regular monthly billing customers who are not on a contract.

Created by the Ticino team (WPP), the campaign is based around a 30-second image TV spot that captures the relaxed summer atmosphere of a swimming pool. The dance floor at the ice-cream stand is a great source of entertainment for the friendly ice-cream girl and dancer Zdeněk Chlopčík, who gradually sweep away all the other visitors with their dance creations to the rhythm of the hit song Pump Up the Jam. The dance spot was directed by Prokop Motl in the Creative Embassy production and filmed at the summer swimming pool near Sletiště in Kladno.

The shoot also included material for the social media campaign and two types of key visuals; one is imagery and captures the dancing atmosphere at the pool, the other is product focused and features sunglasses and ice cream. The campaign will run on TV, cinema, online, Facebook, Instagram and TikTok, point of sale and outdoor until 31 August, when T-Mobile's special holiday offer ends.

Campaign presentation:

Creative concept: Ticino (WPP)

Media: EssenceMediacom

Digital formats and microsite: Proboston

Spot production: Creative Embassy

Director: Prokop Motl

Key visuals: Alexander Dobrovodský, Tomáš Tomášek

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