Grabarz XCT: congstar is running an ad campaign. But this time, it's not doing it on its own.

The most credible statements about a brand rarely come from the brand itself. That’s why, in its new campaign, congstar is letting the people who use congstar every day have their say.

Starting today, the Cologne-based mobile carrier is launching a broad-based brand campaign based on real voices, real experiences, and genuine enthusiasm. The campaign focuses on how customers perceive congstar’s network quality—both for mobile service and for home Internet use. To that end, the Telekom subsidiary is consistently building on its successful campaign from last year and getting even closer to its customers. Instead of quoting social media comments, congstar is this time giving a platform to the people behind the recommendations.

This is underpinned by an above-average Net Promoter Score (NPS) and numerous positive reviews on platforms such as Trustpilot and Trusted Shops. The message behind this is that only those who are truly satisfied recommend a brand more often than average. It is precisely these recommendations that congstar brings to life. The protagonists share their personal experiences with congstar openly and authentically - in a direct and credible way.

“Recommendations from real customers are the most valuable form of validation for us,” says Sofia Panek, Senior Brand Manager at congstar and the driving force behind the new campaign. “Our customers are the best proof that good network quality isn’t just measurable—it also makes a difference in everyday life. That’s why we’re giving them the spotlight and showcasing them.”

“Normally, brands try to find the right words to describe themselves. We found it much more exciting to listen to the people who have already found those words,” says Mattes Hoffmann, Chief Creative Officer at Grabarz XCT. “The campaign is based on the simple idea that an honest recommendation is more powerful than any advertising promise.”

The campaign is specifically targeted at Generations Y and Z. The media mix includes two TV spots in 30- and 15-second versions, as well as a 42-second movie theater spot. The campaign is complemented by two radio spots, online display formats, social media, and social commerce. The campaign has been running since July 16 (in theaters) and will air on TV from July 20 through October 31, 2026.

For the campaign, congstar is collaborating with a specialized network of agencies: Grabarz XCT is responsible for creative development, while The Sweetspot handled film production. Mindshare Frankfurt is managing media planning, Justaddsugar is overseeing social media activities, and stofff postproduction GmbH, Add2, and Publicis Media round out the team.