| Title | SPICY HASHTAGS |
| Brand | MOBILE TELESYSTEMS |
| Product/Service | 4G MOBILE INTERNET |
| Category |
A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Advertising Agency
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
Credits
| Nikolay Megvelidze |
BBDO Russia Group |
Creative Director |
| Alexey Starodubov |
Bbdo Russia Group |
Creative Group Head |
| Vladlena Obukhova |
BBDO Russia Group |
Group Account Director |
| Luiza Vasyutina |
BBDO Russia Group |
Account Manager |
| Boris Anisonyan |
Bbdo Russia Group |
Head Of Tv Production |
| Valery Gorokhov |
Bbdo Russia Group |
Producer |
| Kristina Malberg |
Bbdo Russia Group |
Celebrities Producer Tma) |
| Ekaterina Komolova |
Bbdo Russia Group |
Managing Director Tma) |
| Alexander Lubavin |
Bbdo Russia Group |
Art Director |
| Elina Yaroslavskaya |
Bbdo Russia Group |
Digital Account Director |
| Natalia Glagoleva |
Mobile Telesystems |
Director Of Marketing Communications Department |
| Maria Yakovleva |
Mobile Telesystems |
Head Of Marketing Communications Department |
| Yaroslav Smirnov |
Mobile Telesystems |
Head Of Marketing Communications Group |
| Anastasia Terekhova |
Mobile Telesystems |
Marketing Communications Manager |
| Valery Kopytin |
Mobile Telesystems |
Marketing Communications Manager |
| Alexander Polishuk |
Freeparking |
Dop |
| Maria Yakushina |
Freeparking |
Producer |
| Andrey Rubtsov |
Freeparking |
Head Of Production Group |
The Brief
Launching 4G internet MTS faced a challenge: to tell the audience about the main advantage of the new technology – its high speed.
According to the research our TA spends a lot of time in social networks. What makes them follow somebody`s social account? No doubt, it is curiosity! And what really bothers them while being on-line? Certainly, it is a low speed of internet. We decided to use this insight.
Creative Execution
We decided to be non-standard and to demonstrate not just the high speed of the mobile internet but the consumer`s benefit of the high speed as well. And we did it in that very media and in that very situation which are important to our TA. We`ve shown the advantage of 4G not by using an abstract example but by integrating the advantage into the user`s internet life.
Describe the creative solution to the brief/objective.
The hottest Russian show-biz girls and the most popular Instagram bloggers – Victoria Bonya, Alena Vodonaeva and Anna Sedokova once uploaded probably the most unexpected pictures with the hashtags:
#sexy #oiled #myself #six #hot #naked #pumpedup #guys #red #latex #ass #withanimals #cat #bear #horse #experimenting #crazy #positions #wow #amazing #ohmygod. The picture seemed to be half-downloaded. The visitors were at a loss, and the number of comments increased rapidly. But two hours later our beauties uploaded a video reveal containing the MTS 4G ad.
Results
Results provided by MTS:
More than 1,6 mln followers were attracted
The viral effect as a result was unplanned: Instagram users started to post our half-downloaded picture and after that the number of audience increased up to 3 million
During one week after our advertising campaign the number of web-site visitors (“Mobile internet” and “4G internet” sections) increased by 25%
It has been the shortest ad campaign (only 2 hours) for the fastest mobile internet