Boris Anisonyan
TV Production at BBDO Russia Group
Moscow, Russia
TitleMobile TeleSystems (MTS) Instagram Provocation by BBDO Moscow
Agency
Campaign Instagram Provocation
Advertiser Mobile TeleSystems
Brand Mobile TeleSystems (MTS)
PostedMay 2014
Business Sector Telecommunications Services
Story ExecutionMTS and BBDO Moscow decided to be non-standard and to demonstrate not just the high speed of the mobile internet but the consumer's benefit of the high speed, integrating the advantage into the user's internet life.The hottest Russian show-biz celebrities 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, explaining the trick and delivering the message about 4G Internet connection speed 
Philosophy MTS and BBDO Moscow decided to be non-standard and to demonstrate not just the high speed of the mobile internet but the consumer's benefit of the high speed, integrating the advantage into the user's internet life.The hottest Russian show-biz celebrities 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, explaining the trick and delivering the message about 4G Internet connection speed. 
Problem  To generate public interest to the new 4G Internet service launched by MTS 
Result According to the internal MTS data:• The number of Instagram followers increased by more than 1,6 mln• 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 
Media Type Social Media
Length
Creative Director
Creative Group Head
Account Director
Account Manager
Head of Production
Producer
Producer
Managing Director
Art Director
Digital Account Director
director of marketing communications department
head of marketing communications department
head of marketing communications group
marketing communications manager
marketing communications manager
DOP
producer
head of production group

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