| Title | EXPERIMENT 4G |
| Brand | MOBILE TELESYSTEMS |
| Product/Service | 4G MOBILE INTERNET |
| Category |
A05. USE OF BROADCAST IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
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BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Advertising Agency
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
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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 |
The Brief
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?
Describe how the promotion developed from concept to implementation
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 a video based on an optical motion illusion. To feel the difference between the 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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
Explain why the method of promotion was most relevant to the product or service
By using optical motion illusion we clearly demonstrated the difference between the speed of 3G and 4G internet. We turned it to the interactive experiment, made our audience a part of it giving them a true feeling of 4G internet hi-speed.