| Title | 4G RADIO |
| Brand | MOTIV TELECOM |
| Product/Service | MOTIVE 4G |
| Category |
B08. Use of Broadcast |
|
Entrant
|
VOSKHOD Ekaterinburg, RUSSIA
|
|
Idea Creation
|
VOSKHOD Ekaterinburg, RUSSIA
|
Credits
| Andrey Gubaydullin |
Voskhod |
ECD |
| Maria Kozhevnikova |
Voskhod |
Copywriter |
| Vladislav Derevyannikh |
Voskhod |
Art Director |
The Campaign
We placed radio transmitters in those places that were not covered by the city’s radio stations – in the underground parking lots of several shopping malls.
Each of the transmitters sent out broadcasts from the TOP-5 radio stations’ web-sites with the aid of Motive’s 4G network.
Campaign Success
We placed radio transmitters in those places that were not covered by the city’s radio stations – in the underground parking lots of several shopping malls.
Each of the transmitters sent out broadcasts from the TOP-5 radio stations’ web-sites with the aid of Motive’s 4G network.
When a car entered the parking area, the radio broadcasts broke off in a matter of moments and then continued with a slight change. Every 60 seconds the listening audience was told:
“Sorry, your radio doesn’t work in here, but Motive telecom does. Enjoy your favorite radio station with our 4G wireless internet streaming”
Describe the success of the promotion with both client and consumer including some quantifiable results
In just one month we reached an audience of more than 400 000 people.
74% share of voice with #4G in social media (Ural region).
Earned PR value 1,5 million ruble.
Explain why the method of promotion was most relevant to the product or service
We used traditional media in creative way and integrated client's product into radio broadcasting.
When a car entered the parking area, the radio broadcasts broke off in a matter of moments and then continued with a slight change. Every 60 seconds the listening audience was told:
“Sorry, your radio doesn’t work in here, but Motive telecom does. Enjoy your favorite radio station with our 4G wireless internet streaming”