Brand Tracker

Welcome to the automated Brand Tracker diaries.

Croatia

From the Winning Idea: On the Trail of Lost Pets

Brand: Hrvatski Telekom

Campaign: HT GPS locator – so you always know where your pet is

Source: https://www.media-marketing.com/tema-dana/iza-pobjednicke-ideje-na-tragu-izgubljenih-ljubimaca/

Goal: To provide peace of mind to pet owners about the whereabouts of their pets.

Claim: The GPS locator helps you know where your pet is.

Media: Billboard

Summary: The campaign involved a specialized billboard designed to attract lost dogs by emitting the scent of dog food, positioned strategically near a popular dog-walking area in Zagreb. It aimed to highlight the importance of the HT GPS locator, promoting emotional connection and deeper engagement with pet owners by addressing the real concern of losing a pet.

Czech Republic

A Thousand Identical Pictures? Of Course, You Won’t Fit.

Brand: O2

Campaign: Nevejdete se?

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-10/tisic-stejnych-fotek-jasne-ze-se-nevejdete-o2-nabizi-vlastni-cloud/

Goal: To offer a cloud service to help users store and manage memories.

Claim: Don't delete. You have enough space in the Cloud.

Media: Online platforms, bigboards, citylights, print advertisements, in-store visuals

Summary: O2 addresses the common issue of insufficient phone storage with its new cloud service, 'Můj Cloud.' The campaign, developed by Free Andy Agency, highlights the importance of preserving memories rather than deleting them due to lack of space, with a focus on customer needs rather than technical specifications. The service allows automatic backup of photos, videos, documents, and offers organizational features. It will primarily run online and supported by physical ads in key transport areas.

advertising campaign cloud storage digital memories telecommunications

Sweden

Tre Launches New Campaign for Surfing Abroad

Brand: Tre

Campaign: Surfing Abroad

Source: https://www.resume.se/marknadsforing/kampanj/tre-vill-locka-resenarer-vaxlar-upp-infor-hostlovet/

Goal: Promote internet access for travelers

Summary: Telecom company Tre has launched a new campaign in collaboration with SAS to highlight the benefits of internet access while flying abroad. The campaign continues the story from a previous ad featuring a boy whose mother was 'in heaven,' actually on a plane. The new campaign, developed with Garbergs and director Torbjörn Martin from B-Reel Films, emphasizes the brand's identity and is set to run from October 12 until the end of the year, coinciding with the travel season for many Swedes.

advertising internet telecommunications travel

Czech Republic

VML’s Campaign for T-Mobile Captures Real Moments Among Us

Brand: T-Mobile

Campaign: MeziSvými

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-10/vml-v-kampani-pro-t-mobile-zachycuje-opravdove-chvile-mezi-svymi/

Goal: To evolve the brand's communication and strengthen its distinct position among competitors.

Claim: We are here for the real moments among us.

Media: Digital communication and social media

Summary: VML has launched a new campaign for T-Mobile called 'MeziSvými', which focuses on real human relationships and moments rather than idealized scenarios typical in telecom advertising. The campaign builds on the concept of asking 'How are you?' to promote genuine sharing in everyday life. The visuals aim to capture relatable situations, utilizing the talents of director Olmo Omerzu and photographer Alžběta Jungrová. This collaboration emphasizes naturalness and aims to establish a clearer and more distinct brand position.

advertising brand evolution campaign launch telecommunications

Czech Republic

T-Mobile Celebrates 30 Years in the Czech Market and Continues to Innovate

Brand: T-Mobile

Campaign: Magenta Moments

Source: https://www.mam.cz/novinky/zadavatele-a-znacky/2026-10/t-mobile-slavi-30-let-na-ceskem-trhu-a-pokracuje-v-inovacich/

Goal: To enhance customer relationships and loyalty

Claim: A technology partner for millions of customers

Media: Mobile app

Summary: T-Mobile has celebrated its 30th anniversary in the Czech market, transforming from a mobile operator to a technology partner. Over the years, it has evolved its services significantly, including the launch of the Magenta Moments customer program in 2023, which has already registered over two million users. The brand focuses on enhancing customer relationships and preparing for future developments.

customer loyalty technology telecommunications

Sweden

The Sheep Frank Coaches in Tele2’s Latest Commercials

Brand: Tele2

Campaign: Fåret Frank coaches in Tele2’s latest commercials

Source: https://www.resume.se/marknadsforing/kampanj/faret-frank-drillar-tele2-anstallda-i-jattekampanj/

Goal: To distinguish Tele2 in a saturated market

Claim: You are number 1. We are Tele2.

Media: TV, online, digital outdoor, audio, social media, display

Summary: In its latest campaign, Tele2 features the character Frank, who takes on the role of a change leader to motivate employees and demonstrate customer service excellence. The campaign, created by Forsman & Bodenfors, includes six commercials that showcase Frank's training methods, aiming to highlight Tele2's commitment to customer satisfaction. The campaign also includes various media channels and continues with the customer promise, 'You are number 1. We are Tele2.'

advertising telecommunications

Portugal

Vodafone Customers Will Be Able to Hire Security Services from Prosegur Alarms

Brand: Vodafone

Campaign: Security Services Partnership

Source: https://www.imagensdemarca.pt/artigo/clientes-vodafone-vao-poder-contratar-servicos-de-seguranca-da-prosegur-alarms/

Goal: To offer combined telecommunication and security services to customers

Claim: Expand service ecosystem with specialized security offerings

Media: Commercial channels of Vodafone

Summary: Vodafone Portugal and Prosegur Alarms have partnered to provide monitored security services through Vodafone's commercial channels. This new offering will be available in the coming weeks to both existing and new customers, featuring special conditions. This initiative aims to combine telecommunications with security services, reflecting Vodafone's ambition to diversify its service ecosystem.

partnership security services telecommunications

Uruguay

900 Radiobases, US$ 750 million and an Arena that is Growing: Where Antel is Placing its Bets

Brand: Antel

Campaign: Expo Prado Stand and 5G Expansion

Source: https://infonegocios.biz/plus/900-radiobases-us-750-millones-y-un-arena-que-crece-donde-esta-poniendo-las-fichas-antel

Goal: To connect all towns over 500 inhabitants with fiber optics

Claim: Antel and Uruguay will be the first country in America with all towns connected by fiber optics

Media: Events, streaming, partnerships with Netflix and Disney

Summary: Antel is showcasing its commitment to entertainment and connectivity at the Expo Prado, having achieved 900 5G base stations and progressing with fiber optic deployment in smaller towns. The company's investment plan exceeds $750 million over five years, and Antel Arena is experiencing increased activity, with a significant rise in ticket sales and events. The initiative aims to establish Antel as a leader in telecommunications in Uruguay and enhance its presence in the digital services market.

5G fiber optics telecommunications

Belgium

Deutsche Telekom Takes Gen Z Driving in the ‘Not a Passenger’ Campaign

Brand: Deutsche Telekom

Campaign: Not a Passenger

Source: https://pub.be/fr/deutsche-telekom-met-la-gen-z-au-volant-dans-la-campagne-not-a-passenger/

Goal: Engage Gen Z

Claim: Not a Passenger

Summary: Deutsche Telekom is launching a campaign titled 'Not a Passenger' aimed at engaging the Gen Z audience, encouraging them to take an active role rather than just being passive consumers.

digital campaign Gen Z telecommunications

Global

Three Mobile ‘Let fun in’

Brand: Three Mobile

Campaign: Let fun in

Source: https://www.campaignlive.co.uk/article/three-mobile-let-fun-in-wonderhood-studios/1967379

Goal: To showcase how mobile networks enhance fun and connection.

Summary: Three Mobile highlights the importance of mobile networks in fostering enjoyment and connection among people.

advertising telecommunications

Portugal

Vodafone concludes 71 technological innovation projects supported by the PRR

Brand: Vodafone

Campaign: Test Beds and Mobilizing Agenda Projects

Source: https://www.imagensdemarca.pt/artigo/vodafone-conclui-71-projetos-de-inovacao-tecnologica-apoiados-pelo-prr/

Goal: To validate and accelerate the development of innovative products and services

Summary: Vodafone has completed 71 technological pilot projects in collaboration with the national innovation ecosystem as part of three Test Beds and a Mobilizing Agenda related to the Recovery and Resilience Plan (PRR). These projects, primarily developed in the Vodafone Boost Lab, allowed startups and SMEs to test solutions in areas such as AI, IoT, and healthcare. This initiative not only exceeded its contractual goals but also contributed to the acceleration of new product market entries and collaborative projects that impact economic transformation.

collaboration innovation technology telecommunications

United Arab Emirates

Campaign Middle East 40 Over 40 2026: Ali Zein, Saatchi & Saatchi Middle East – Campaign Middle East

Brand: e&

Campaign: Roam Like Home and Your Rules, Your Choice

Source: https://campaignme.com/campaign-middle-east-40-over-40-2026-ali-zein-saatchi-saatchi-middle-east/

Goal: To promote strategic roaming packages and enhance business performance.

Summary: Ali Zein of Saatchi & Saatchi Middle East has been honored in Campaign Middle East’s 40 Over 40 list for his significant contributions to the brand and marketing industry. He played a key role in the transformation of e&’s brand from 'Together Matters' to 'Go for More', leading successful campaigns such as 'Roam Like Home' and 'Your Rules, Your Choice' that addressed challenges in the postpaid category and delivered strong business results.

advertising branding marketing telecommunications

Portugal

“Music brings us closer to people”: Fuzeta da Ponte and the formula behind Nos Alive

Brand: Nos

Campaign: If it is important to you, it is important to us

Source: https://meiosepublicidade.pt/2026/07/17/a-musica-aproxima-nos-das-pessoas-fuzeta-da-ponte-e-a-formula-por-tras-do-nos-alive

Goal: Strengthen brand association with music

Claim: If it is important to you, it is important to us

Media: Social media, onsite activations, telco infrastructure

Summary: The article discusses Nos's long-standing sponsorship of the Nos Alive music festival, highlighting their extensive telecom infrastructure investments and their commitment to connecting people through music. The brand's campaign emphasizes the importance of music in their identity and aims to reinforce their association with this cultural event.

brand campaign music festival Nos Alive telecommunications