Title	4G CAR
Brand	TELE2
Product/Service	4G INTERNET
Category	A02. Applied Innovation
Entrant	ADELL TAIVAS OGILVY Vilnius, LITHUANIA
Idea Creation	ADELL TAIVAS OGILVY Vilnius, LITHUANIA

Name	Company	Position
Justinas Kiaulekis	Adell Taivas Ogilvy	Art Director
Kazimiera Petkevičiutė	Adell Taivas Ogilvy	Copywriter
Giedrius Kumetaitis	Adell Taivas Ogilvy	Art Director
Tadas Cislikauskas	Adell Taivas Ogilvy	Copywriter
Dovilė Filmanavičiūtė	Adell Taivas Ogilvy	Digital Creative Director
Tomas Karpavičius	Adell Taivas Ogilvy	Creative Director
Dominykas Žilėnas	Adell Taivas Ogilvy	Creative Director

The Campaign

The goal was simple – to deliver the message that TELE2 4G network now covers 97% of Lithuania. But how can you talk about such intangible thing as 4G internet in an engaging and interesting way? We wanted to talk about complicated things in a simple way, thus we created the first car in the world that is driven by the speed of 4G internet. It means, the faster the internet is, the faster the car goes. This car went on a journey across Lithuania thus showing the coverage of 4G network. The whole journey served as a material for the campaign across traditional and web channels. Later on all citizens could experience what it means to drive the car powered by 4G internet when the car was put to use as an Uber car.

Creative Execution

A modem with special software was installed into Nissan Xtrail electronic system. When turned on the speed of the car is controlled by the speed of the internet. Another safety system also had to be installed, because the speed of the internet is not stable. When turned on, driver fully controls the car.

With this campaign we not only created new long term communication platform for TELE2 business, but also changed the quality perception of the brand. Quality measurements exceeded expectations and for the period of the campaign Tele2 was number one in quality measures. And after almost 10 years of price war in Lithuania telecommunication market, quality became the new index while choosing the mobile operator.

In the age of innovation and new technologies we wanted people to understand what 4G internet is all about. That‘s why we created a platform where the main criteria is talk about technological things in a simple way. In other words, feeling and experiencing is better than just seeing. With the help of a car powered by internet we sought those goals.