| Title | EXPERIMENT 4G |
| Brand | MOBILE TELESYSTEMS |
| Product/Service | 4G MOBILE INTERNET |
| Category |
A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
|
Entrant Company
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Advertising Agency
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Production Company
|
NENASHEV Moscow, RUSSIA
|
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Production Company 2
|
FREEPARKING 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 |
| Nikita Nikiforov |
BBDO Russia Group |
Strategic Planning Manager |
| Igor Medvedev |
BBDO Russia Group |
Music Producer |
| Natalia Glagoleva |
Mobile Telesystems |
Director Of Marketing Communications Department |
| Maria Yakovleva |
Mobile Telesystems |
Head Of Marketing Communications Department |
| Andrey Slepchenko |
Mobile Telesystems |
Head Of Marketing Communications Group |
| Anastasia Popova |
Mobile Telesystems |
Marketing Communications Manager |
| Alexandra Osina |
Mobile Telesystems |
Media Manager |
| Julia Kulbatskaya |
Mobile Telesystems |
Non/Standard Projects Manager |
| Anton Nenashev |
Nenashev TM |
Creative Director |
| Vitaly Yakin |
Nenashev TM |
Cgi Supervisor |
| Maria Yakushina |
Freeparking |
Producer |
| Andrey Grishin |
Freeparking |
Head Of Production Group |
| Roman Morozov |
BMA |
Sound Design |
Results and Effectiveness
According to the internal MTS data:
4 million potential users became participants of the Experiment 4G
The number of subscribers increased by 45,5% (in comparison with march)
During one month since we carried out the experiment the number of calls on the MTS hot line regarding 4G internet doubled
Creative Execution
To carry out the Experiment 4G we chose cinemas. First of all, the majority of the cinema visitors match with our TA who are active mobile internet users. Secondly big screens and digital sound systems in the cinemas were the best solution for the illusion demonstration. Thirdly the audience in the cinemas was highly predisposed to be surprised. And finally there was no chance to viewers not to see our experiment
Insights, Strategy and the Idea
3G is the most used mobile internet in Russia. Having decided to launch hi-speed 4G network in 2013 the main challenge MTS faced was that people didn’t have a clue about the speed advantage of 4G Internet over 3G. MTS made a conclusion that the best way to demonstrate the advantages of the new network would be a simple comparison of 4G with 3G. But how to be recognizable considering tough competition and media clutter? We reproduced an optical illusion to show the difference between 4G and 3G. Experiment 4G was taken in cinemas all over Russia. The 4G sign was printed on the backside of the cinema tickets. Before the start of the main feature, viewers were shown video based on an optical motion illusion. To feel the difference between speed of 3G and 4G internet Experiment participants had to take a look at the screen closing one of their eyes with a ticket with 4G sign.