In today's dynamic environment, it's no longer enough to just keep up with technology, trust is crucial – that's how the creative strategy of the new B2B campaign of a magenta operator can be summed up. It emphasizes its importance for companies and its impact on their further growth and innovation. The TRUST platform is thus not only the basis of current ATL communication, but will be further developed in the topics of ICT solutions and other services.
The communication follows last year's campaign, which drew attention to the importance of cyber security and IT protection of companies. This year's edition focuses on T Business across the board – from fast connections to secure digital services to cloud and comprehensive IT solutions. "Last year, thanks to the campaign, we managed to increase awareness of our T Business competencies on the Czech market by a double-digit year-on-year increase. We have been strengthening our corporate customers for a long time and we are on a very good path to getting closer to full awareness of the T Business brand within our target group," says Michal Pilip, brand strategy expert in T-Mobile's B2B division.
The creative concept was created in close cooperation with Deutsche Telekom's international team and draws on authentic situations from the business environment, where trust plays an important role during key decisions. The campaign is intended for sole traders, small and medium-sized enterprises, fast-growing enterprises and corporate customers and is gradually being launched in all countries of the Deutsche Telekom Group, which underlines its strategic importance and unified European direction. The campaign will include TV spots in 20-second formats, which will be complemented by extensive online communication and visuals for social networks. In addition, the campaign will be supported by audio formats on selected podcast platforms to reach entrepreneurs in various work contexts.
Campaign details
Director: Joerg Thommes
Camera:
• Tim Lorentzen (2023 campaign) • Christian Huck (2024 campaign) • Fredrik Bäckar (2025 campaign) • Sky Antonio (archive footage)
Screenplay: Anja Ehrhard, Joerg Thommes
Production: Grosse8
Music: Helmut Fuego, Tobias Bürger
Czech localization: Proboston Creative
Link to the spot here