MTS STREAMISHCHE

ClientMTS
Category A11. Excellence in Audience Engagement or Distribution Strategy for Branded Content
TitleMTS STREAMISHCHE
Product/ServiceNEW MOBILE TARIFF - "SMART BEZLIMITISHCHE"
Entrant ADWATCH ISOBAR Moscow, RUSSIA
Idea Creation ADWATCH ISOBAR Moscow, RUSSIA
Credits
Name Company Position
Andrey Donov Isobar Moscow Creative Director
Anastasia Gorskaya Isobar Moscow Creator
Ludmila Fedorova Isobar Moscow Senior Producer
Lina Lobach Isobar Moscow Social media director
Maria Zlobina Isobar Moscow Senior Creative Technology Manager
Evgenia Kartavceva Isobar Moscow Project Manager
Andrey Koval Isobar Moscow Deputy Managing Director
Stanislav Guskov Isobar Moscow Deputy Managing Director

The Campaign

Our aim was to tell the young audience that there are no data restrictions of social network access when using the «Smart Bezlimitishche» tariff. But simply telling everyone about that was not enough: we had to make some noise! We chose the effective way to show the opportunities of unlimited social networks by MTS, so decided to launched a series of live broadcasts with popular Russian top- bloggers in VK.com (most popular Russian social network) group MTS.

Creative Execution

Within two weeks, top bloggers made a series of live-streams from hidden places of one of the Russian cities. The main challenge that faced audience was to guess the city and the place of broadcast, to find a blogger and personally take away the main prize - iPhone 7. For online-audience who was guessing the place of broadcast in the comments, there were also held lottery prizes, games and Q & A with bloggers.

Results: -13,5 hours of broadcast -4 314 157 views And we also got a whole tone of comments, likes during the live active communication with the audience: 22 000 likes, 158 214 comments.

We created a social-live campaign in order to be in line and communicate with the target auditory in an unusual creative way which could entertain the consumers and effectively involve them into the campaign and brand communication. Our formula of success is: top Russian bloggers + popular live-steaming format + maximun interaction with the audience!

We decided to hide the most popular bloggers in 6 Russian cities. At a certain time the bloggers went online. And the audience had to watch the broadcast carefully in order to catch the tips about how to find the bloggers. Using these tips they had to guess the city, find a blogger, meet them and get the prizes! Why did we use live broadcasts? Because they demand a huge amount of traffic, but with the «Smart Bezlimitishche» tariff they don’t have to worry about it at all.