Prague, March 1, 2020 – Today, T-Mobile launches its first big marketing campaign in this year. It will focus on the benefits of its mobile application My T-Mobile, which is currently used by more than half of all household customers who have a smartphone. The campaign promoting the best care and comfort in the digital world will appear during March and April on TV, online media, social networks and in the operator's stores.
“Our mobile application has become very well established in our customers' smartphones. It is used by seven out of ten postpaid B2C customers with a smartphone,” says Ladislav Báča, brand and marketing communications manager of T-Mobile, and adds: “In the campaign, we want to show simple examples of how people can make life easier with the app. They can do everything they need at any time and from anywhere directly on the display of their smartphone, they no longer have to go to the store or call the infoline.”
T-Mobile will present its mobile application through the most common situations that customers deal with their operator. Thanks to the app, they can have them processed literally in a few seconds from anywhere: whether it's recharging Twist credit, retrieving monthly data for the tariff in the application, paying the invoice, but also just an overview of all services used by family members and adding new ones. The television part of the campaign will run from March 3 to April 18. It will appear in online media and on social networks from March 1 to April 30, 2021.
The year 2020 clearly showed how important it is to have a functional digital environment and processes for customers. That is why the number of functions that the application offers to its users expanded last year. Previously, it mainly played a self-service role, now it can be used to purchase a new phone, change the tariff, add another number and have all the services of the whole family in one place, pay an online invoice, pick up a reward, etc. The application has become a full sales channel and at the same time, it plays a role where customers find their rewards, the so-called Srdcovky. The number of users – corporate and households – increased by 16% compared to 2019. The number of services included in the application reached 1.73 million. Share of the prepaid users of application grew the fastest.
Customers most often visit the application to check their services, pay the bill (+52% vs. 2019), top up the credit (+43%) or request a change in their tariff. Google Pay and Apple Pay have become very popular. For example, in December 2020, customers made almost every second payment through them. However, the application is also place for picking up rewards – whether it was unlimited data during the spring wave of the pandemic, or from October 29, extra data for tariffs, which customers regularly collect every month.
The campaign will appear on TV, online media, social networks and T-Mobile stores. The TV part will include spots of 30 and 15 seconds. The online consists of a combination of proven formats, especially branding, skyscrapers, which is complemented by mobile formats, videos and spots for podcasts. The plan also includes Facebook, Instagram and Twitter.
Creative part of the campaign was prepared by the agency Saatchi & Saatchi. The TV spot was directed by the duo Wolfberg – Přemek Ponáhlý and Jan Kalvoda. Production was provided by Creative Embassy, media planning and purchasing as traditionally MediaCom Prague.
More information at www.t-mobile.cz/pohodli.
T-Mobile Czech Republic, a member of the international telecommunications group Deutsche Telekom, has almost 6.2 million customers, the number-one operator in the Czech market. T-Mobile is an integrated operator: in addition to telecommunications services, it offers comprehensive ICT solutions not only for companies, but also for other organizations and individuals. It provides outstanding services in the high-speed network, which was proved repeatedly by benchmark testing performed by umlaut (former P3) with Best-in-Test seal.
T-Mobile Czech Republic places emphasis on taking a responsible approach to the environment and society. It adheres to fair business practices, helps beneficial applications and services to see the light of day, supports non-profit organizations, small businesses and individuals, and lends a helping hand whenever crisis situations arise. The company’s employees serve as volunteers in many places across the entire Czech Republic.
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