The international Angry Birds campaign kicks off

• Smart phones are now available truly to everyone
• Hundreds of customers were able to experience the most popular title for smart phones live in the advertising spot 

Prague, 2 June 2011 – Deutsche Telekom's new international campaign using the currently most popular game for smart phones, Angry Birds, will be launched in the Czech Republic on Friday, 3 June. The aim of the campaign is to show the fun side of smart phones. In June, angry birds will also appear in Bulgaria, Croatia, Greece, Hungary and Romania. 

The “Angry Birds live game” campaign aims to engage a broader audience with a natural affinity for smart phones. Apart from the angry birds themselves and their arch-enemies, the slick pigs, the star of the spots are the new smart phones. In the Czech Republic, these are the new T-Mobile move phone and the Sony Ericsson Xperia Play. Because the use of smart phones is also conditioned by affordable data access, the campaign mentions T-Mobile's Internet v mobilu data plans. “The new T-Mobile move smart phone combined with our Internet v mobilu data plans clearly shows that smart phones are now truly available to everyone,” says Petr Dvořák, Marketing Director at T-Mobile, adding: “In addition to a whole range of functions, smart phones offer a lot of fun, which we want to show in our new campaign starring the Angry Birds.” 

The campaign will also be supported by video content distributed via various channels, allowing interested consumers a glimpse behind the scenes at exactly what went into the latest spot, which is based entirely on the “Life is for sharing” theme. 

In the spot shot in Terassa, a small town located near Barcelona, the astonished audience had an opportunity to experience the game’s well known characters live, from giant pigs to flying birds. During the shoots, everyone was able to experience the infectious magic of Angry Birds, but live. Passers-by became players, as with just a simple swipe of a finger on a smart-phone screen they were able to activate a giant real-life catapult and take part in the game for real. 

“Birds” in the Czech Republic
For the next two months, Angry Birds will thus invade the whole Czech Republic. They will appear on TV screens, in adverts in printed media and on billboards. In addition, passengers will come across them for example on the Prague metro and at selected public-transport stops, where they will have an opportunity to play the game on an interactive touch screen, or in selected zoos. T-Mobile customers can easily download the game at www.t-mobile.cz/hra. 

The TV and print campaign was created by Saatchi&Saatchi. The campaign in the ambient media was prepared by the Klan agency, and the on-line and cinema advertising by VACULÍK ADVERTISING in cooperation with Proboston Creative. The special design of the Facebook profile and the YouTube channel bears the signature of MacCann Digital. 

Deutsche Telekom and Rovio are proud of their collaboration on this project, bringing their respective messages and brands to new audiences through an engaging and unique live event. Since its launch at the beginning of 2009, Rovio's worldwide hit Angry Birds has established a new benchmark for successful smart-phone applications and mobile gaming. The title has consistently topped consumer charts whether in terms of paid or free downloads, achieving over ten million sales by October 2010. Worldwide, people spend a total of 200 million minutes every day playing the game, which is equal to 16 years of time every hour. 

About Rovio
Rovio is an entertainment media company based in Finland, and the creator of the globally successful Angry Birds franchise. Rovio was founded in 2003 as a mobile game development studio, and the company has developed several award-winning titles for various mobile platforms. In 2009, Rovio released Angry Birds, a casual puzzle game for touchscreen smartphones that became a worldwide phenomenon from 2010 onwards. The Angry Birds games have enjoyed continuing worldwide chart success, and the franchise has since extended to a variety of new business areas. Rovio is rapidly expanding its activities in broadcast media, merchandising, publishing and services. For more information about Rovio, go to rovio.com.

T-Mobile Czech Republic, a member of the international telecommunications group Deutsche Telekom, has almost 6.2 million customers, the number-one operator in the Czech market. T-Mobile is an integrated operator: in addition to telecommunications services, it offers comprehensive ICT solutions not only for companies, but also for other organizations and individuals. It provides outstanding services in the high-speed network, which was proved repeatedly by benchmark testing performed by umlaut (former P3) with Best-in-Test seal.

T-Mobile Czech Republic places emphasis on taking a responsible approach to the environment and society. It adheres to fair business practices, helps beneficial applications and services to see the light of day, supports non-profit organizations, small businesses and individuals, and lends a helping hand whenever crisis situations arise. The company’s employees serve as volunteers in many places across the entire Czech Republic.

More information about the company is available at www.t-mobile.cz, www.t-press.cz (the portal for journalists) and www.t-mobile.cz/pomahame (information on the company’s CSR activities).

Contact details of the press unit: press@t-press.cz.