Title | SPICY HASHTAGS |
Brand | MOBILE TELESYSTEMS |
Product/Service | 4G MOBILE INTERNET |
Category |
A07. USE OF SOCIAL IN A MEDIA CAMPAIGN |
Entrant Company
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
Advertising Agency
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
Credits
Nikolay Megvelidze |
Bbdo Rssia Group |
Creative Director |
Alexey Starodubov |
Bbdo Rssia Group |
Creative Group/Head |
Vladlena Obukhova |
Bbdo Rssia 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 Popova |
Mobile Telesystems |
Marketing Communications Manager |
Valery Kopytin |
Mobile Telesystems |
Marketing Communications Manager |
Alexander Polishuk |
Freeparking |
Dop |
Maria Yakushina |
Freeparking |
Producer |
Andrey Grishin |
Freeparking |
Head Of Production Group |
Results and Effectiveness
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
Creative Execution
We chose Instagram as a key media channel due to its high potential for the curiosity insight. Together with the popular and “sexy” Instagram bloggers it`s becoming the best media to involve and to reach our audience directly.
Insights, Strategy and the Idea
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. 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 hash tags:
#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.