Winners & Shortlists

SPICY HASHTAGS

TitleSPICY HASHTAGS
BrandMOBILE TELESYSTEMS
Product/Service4G MOBILE INTERNET
Category A07. CELEBRITY ENDORSEMENT
Entrant Company BBDO RUSSIA GROUP Moscow, RUSSIA
Advertising Agency BBDO RUSSIA GROUP Moscow, RUSSIA
Credits
Name Company Position
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.