Summer is on and so are the dates. T-Mobile's campaign communicates free data for summer


Use up your dates, we'll give you new ones during the holidays. This is the main message of T-Mobile's summer thirtysomething campaign from the agency team at WPP Ticino. It's based on three spots featuring familiar summer moments that make it easy to get carried away and forget everything around you, including running data. The campaign is deployed from the beginning of July and will run until the end of August, when the limited-time offer for a free summer serving of data ends.

Summer is rich with experiences that we often want to share with our loved ones via mobile devices. With that comes the fear that we'll soon run out of data, so we cut back and save. "This is exactly what we wanted to address with our holiday campaign, where we show that such fears are unnecessary thanks to T-Mobile's special summer bonus of extra data. We have been providing free data in some form to customers during the holiday season for the third year now," says Iva Menclová, Head of Marketing Communication, T-Mobile Czech Republic. In addition to enough data to share summer experiences, customers will receive a reward for using it. They can pick up a waterproof bag as a gift at a T-Mobile store to keep their mobile phone and other valuables dry even near water.

Three 30-second spots were created as part of the campaign, under the direction of the Ticino team. They were filmed over two days in several locations in Central Bohemia and Giant Mountain.

„We wanted to come up with something that would stand out from the crowd during the commercial break with its format, while maintaining maximum authenticity in the campaign. Perfectly imperfect camerawork, shooting in portrait with a natural flip to landscape, and moments where nothing is intentionally happening in the spot all add to the atmosphere where offline experiences sometimes mean more than being online."

― Michaela Pechanová, Creative Director of Ticino

The shoot also included materials for a social media campaign and specific spots to promote the sale of discounted phones. The campaign will be seen on TV, radio, online space, social media, point of sale and outdoor spaces until 31 August, when the special holiday offer for free data ends. The summer campaign will end with an activation in Spindleruv Mlyn, where T-Mobile customers will be able to try various attractions such as the zipline and bungee swing for free. In addition, the attractions will be equipped with technology to record the experiences so that they can be shared with loved ones and entered into a competition for valuable prizes using the hashtag #letojededal.