The main part of the campaign in the Czech Republic is a sixty-second spot with Rhian Teasdale, the frontwoman of the Grammy-winning British indie-rock band Wet Leg. In the spot, she symbolically walks through a world full of noise, advice and opinions that try to deflect her from her own direction. In the end, she takes the steering wheel into her own hands – and decides to stop being just a passenger. At the same time, the spot will also appear in several shorter versions with a length of 20, 15 and 6 seconds. In the Czech Republic, the campaign will be visible on social networks and in cooperation with selected influencers, as well as in online and digital channels, such as on CLV areas of public transport.
In addition to the Czech Republic, the campaign will also run in other markets where the group operates, such as Austria, Croatia, Hungary, Poland and Slovakia. It builds on the long-term Deutsche Telekom #OwnYourWorld platform, which is dedicated to supporting young people in the digital environment. It will also include other activities such as an interactive search game across Berlin for tickets to the exclusive "NOT A PASSENGER" event on the Telekom Electronic Beats platform. It will take place on August 26 in Berlin with the participation of the band Wet Leg and its frontwoman.
More info about the campaign here.