Milan, May 11, 2026 – ho. Mobile launches “We Are the Testimonials”, the new communication campaign developed together with Caffeina, turning customers into the true protagonists of the brand’s communication. The campaign strengthens the direct relationship with the community and places positive word of mouth at the heart of the storytelling. The campaign is now on air across national TV channels, Connected TV, social media, display advertising and retail stores.
The project began with an initial social media casting call launched in February 2026, engaging ho. Mobile customers through a multi-channel communication strategy. The initiative led to the selection of ten customers, who are now featured in the commercial and other campaign materials, chosen to authentically represent their experience with ho. Mobile.
Among them are Luisella and Ugo, who appear in the commercial sharing their personal stories, passions and relationship with ho. Mobile, becoming brand ambassadors by choice. Their stories place trust and customer satisfaction at the center, turning users into genuine advocates for the brand.
The initiative started with a social casting phase, involving the community directly through social media in the selection of the campaign’s protagonists. From there, the project evolved into a progressive storytelling journey, from behind-the-scenes content to the launch of the commercial itself, using the set as the starting point for a broader and ongoing narrative. At the core is the brand community, represented by the claim: “We are ho. Mobile.”
The campaign builds on a path already undertaken by the brand, which has consistently highlighted positive customer reviews as a distinctive element. It marks a further step away from traditional advertising codes, bringing the everyday experiences of ordinary people who choose ho. Mobile into the spotlight. The initiative also supports the launch of ho. Mobile’s new offer at €6.95 per month.
“With ‘We Are the Testimonials’ we wanted to further strengthen our connection with the community by giving value to our customers’ voices and their active role in shaping our brand narrative. Involving them directly in our communication is fully aligned with ho. Mobile’s values and identity, as well as with our transparent, simple and people-centric approach,” said Laura Battini.
Luisella’s commercial is available at the following link:
Watch Luisella’s spot
Ugo’s commercial is available at the following link:
Watch Ugo’s spot