Prague - When YouTube Czech Republic revealed the top Czech viral ads of last year, Saatchi & Saatchi Prague's T-Mobile spots had bulldozed the competition out of the top ten (see below). The top-ranked spot was "Pojď mi hop" ("Aaaaand jump!") from the Ski Jumpers winter campaign, with over 2 million views.
"The fact that it is the most successful Czech campaign in recent years is evidenced by the record numbers coming out of T-Mobile research: they found that 97 people out of 100 like the spots, 74% understand the advertising message, and 80% can directly connect the ads with the operator's brand. But then there are the "tangible" numbers: the number of customers of the advertised tariff With Us has doubled to more than 200,000 users, sales of new smart phones increased by 105 percent and data tariffs showed an increase of 102 percent," Forbes Magazine* revealed.
According to statistics, T-Mobile and its YouTube channel (youtube.com/tmobilecz) have a long history of successful viral advertising on the internet and they really know how to work with it. In 2012, on average, seven out of ten users shared T-Mobile promotional videos. T-Mobile's YouTube spots have been viewed over 27 million times, and just last year, users spent the equivalent of 15 years and 13 hours watching them.
Martin Jaroš, Marketing Director of T-Mobile CZ (currently at Qtel Qatar), who was behind the most successful campaigns, adds: "In all areas, the winter campaign scored the highest in the company's history. But I like it for other than statistical reasons - some scenes still move me even though I've seen them a hundred times. I think there are moments when actors Jakub Kohák (also the ads' director), Lukáš Pavlásek and Vojta Kotek gave some of the best performances ever seen in Czech advertising."
Because of the speed with which the slogans from the Fitness, Bikers, Hawaii and Ski Jumpers campaigns have become part of the everyday vernacular, T-Mobile Czech spots have entered the ranks of Czech advertising legends.
"Czechs enjoy detachment and the ability to make fun of themselves. Ads that can entertain, surprise or affect customers emotionally in addition to offering sales pitches are more popular as regards both the number of views and the quality assessment of viewers," said Božena Řežábová, Google's media solutions and YouTube manager.
*Source: Forbes Magazine, February 2013 (Czech edition)
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