The campaign, which has been working with the question "How are you?" in the public space since last week, is based on a recent survey (Ipsos for the Triad agency, August 2026) showing the discrepancy between easy access to contact and real proximity. It shows that half of the respondents answer the question "How are you?" automatically and with a single word, while the other half choose a more personal answer. A one-word, and not always entirely true, response is more often given by younger people aged 18 to 35 than by people between 45 and 65 (55% vs. 45%).
Only a third of respondents perceive the question "How are you?" only as a polite phrase for which an honest answer is not expected. However, in the case of the oldest monitored group, it is even only a quarter. At the same time, 74% of people admit that they have not contacted someone close to them for a long time, even though they would like to know how they really are. In the youngest monitored group aged 18 to 26, this share reaches 83%. Therefore, the campaign uses this everyday question as a reminder that even a seemingly ordinary contact can open an important conversation.
Research has shown what it means for people to be "among their own"
The key idea of the campaign is also based on qualitative research by Simply5 from November 2025, which focused on understanding what it means for people to be among their own. Its conclusions showed that people most strongly associate this concept with the possibility of being themselves and feeling accepted. At the same time, they include not only family members, but also friends or diverse communities that are connected by a close relationship or common interests. These starting points have formed the basis for a new direction for the entire T-Mobile communication platform.
The initial phase of the campaign has already shown that a simple question can open up space for real sharing. Within a few days, hundreds of comments appeared on the company's social networks under posts with the question "How are you?", in which some people also described how they were feeling at the moment, what they were currently dealing with or what was bothering them. T-Mobile responded to some of them and thus developed further communication. In cases where people were looking for specific help, he also referred them to suitable non-profit organizations, such as Nevypusť duši, the In IUSTITIA and others.
The brand`s entire campaign is connected by the message "We are here for real moments among our own", which develops a long-term platform and newly emphasizes the authenticity of interpersonal relationships. "Technology allows us to be in touch almost continuously, but the number of connections in itself does not mean proximity. Therefore, in the campaign, we work with real stories that many people experience and can recognize themselves in," says Petar Babić, Chief Commercial Officer for Residential Customers at T-Mobile, adding: "The initial teaser phase of the campaign with the question 'How are you?' will now be followed by the main brand part with situations from everyday life that may not always go according to plan, but people really listen to each other, understand each other and are closer to each other." The campaign will appear on TV in the form of a thirty-second spot, as well as on social networks and OOH surfaces.
The platform intertwines not only across the brand’s brand, product and retail communication, but also sponsorship and internal communication. The brand will continue to use the term "among its own" in communication only with small letters and without a hashtag as a natural part of the texts. Locally, T-Mobile is thus developing the global claim of the Deutsche Telekom Group "Connecting Your World" and refers to the brand's long-term role in connecting people.
Campaign business card:
Client: T-Mobile Czech Republic
Creative agencies: VML, Proboston, Triad Prague
Media Agency: WPP Media
Production: AD KOLEKTIV, Bubenská Production
Director: Olmo Omerzu
DOP: Adam Mach
Chief creative officer: Jake Barrow
Creative director: Marton Martos
Copywriter: Marek Černý
Strategy: Tereza Košťálková
Account management: Patrície Jelínková, Jana Soldatová
More information about the campaign:
Details about the surveys:
Data collection was carried out via Ipsos' Instant Research application by Triad on the Ipsos research panel. A total of 1,050 respondents aged 18-65 responded; August 2026.
The qualitative bases of the platform and the entire campaign are based on the Simply5 research conducted for T-Mobile in November 2025.