Yettel’s latest concept contrasts the engineering precision of a modern mobile network with the way people actually use technology in everyday life: the results of network optimisation and split-second improvements become conversations, daily tasks, games, memes or even AI searches in customers’ hands.
“Yettel is continuously developing its mobile network, but technology only truly matters when customers feel the difference it makes in their everyday lives. Subscribers don’t experience the infrastructure or technical specifications – they experience how smoothly they can do what they want, whenever they want. That’s why we decided to tell the story of speed through recognisable human moments, showing the possibilities our network can unlock.” – said Kata Hamza, Yettel’s Brand and Marketing Communications Director.
The campaign is the first tangible result of Yettel and Not Perfect Vilnius’ long-term strategic partnership. Its aim was to establish a new creative direction that moves beyond the clichés of traditional telco advertising and becomes more deeply embedded in everyday life in Hungary.
According to Rokas Eltermanas, Creative Director at Not Perfect Vilnius, the power of the commercial lies in its simplicity: “The insight was almost embarrassingly simple: people are tired of ads about fast internet. They want to see themselves – their small, quirky, funny and slightly absurd moments with technology. So instead of talking about technology in grand, abstract terms, we bring it to the level of everyday life. The hero is not the network, but the person using it. If after seeing the spot people feel that Yettel is there for them, then the campaign has achieved its goal.”
For Not Perfect Vilnius, the partnership marks a significant milestone, as it represents the agency’s first direct entry into the Hungarian market. Paulius Senūta, the agency’s Head of Strategy, added: “This partnership is an important milestone for Not Perfect Network, and especially for Not Perfect Vilnius, as we continue to expand our international presence – this time in Hungary. While around a third of our revenue already comes from outside the Baltic region and we have delivered projects across the world, this is our first direct collaboration in the Hungarian market. We see great potential in bringing a fresh strategic perspective to the Hungarian telecom sector and creating more ambitious work.”
The first phase of the campaign is already underway, with the new creative direction rolling out across TV, digital channels and Yettel shops.