Title | SPICY HASHTAGS |
Brand | MOBILE TELESYSTEMS |
Product/Service | 4G MOBILE INTERNET |
Category |
A07. CELEBRITY ENDORSEMENT |
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 Terekhova |
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 |
The Campaign
Launching 4G internet MTS faced with 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. 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. Our ad campaign became the shortest ad campaign for the fastest mobile internet. In two hours only we`ve reached 3 million potential users. And more over we’ve got unexpected viral effect of the campaign: Instagram users started to post our half-downloaded image on their accounts.
The Brief
To tell the audience about the main advantage of the new technology – its high speed.
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
Execution
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.
The Situation
Launching 4G internet MTS faced with a challenge: to tell the audience about the main advantage of new technology – its high speed.
The Strategy
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. We choose Instagram as a key media channel due to its high potential for the curiosity insight. Together with popular and “sexy” Instagram bloggers it becomes the best media to involve and to reach our audience directly.