MTS 4G - "4G internet"

BBDO Russia Group

BBDO Russia Group Moscow, Russia

12336

Brand: MTS 4G
Country: Russia

Advertiser: MTS

Title	4G internet
Agency	BBDO Russia Group
Campaign	MTS
Advertiser	MTS
Brand	MTS 4G
Posted	June 2014
Business Sector	Telecommunications Services
Story	non-standard promo-campaign to promote 4G Internet services, offered by MTS. Communication objectives: To demonstrate in a simple and visual way the advantages of 4G Internet Business objectives: Increase number of 4G Internet subscribers at Mobile TeleSystemsRaise general awareness about 4G Internet Insights, Strategy and the Idea 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. The best way to demonstrate the advantages of the new network would be a simple comparison of 4G with 3G. MTS used an optical motion illusion to show it in a clear and understandable way to the cinema visitors in Russia’s largest cities. Execution Experiment 4G was taken in cinemas in Russia’s largest cities. The 4G sign was printed on the backside of the cinema tickets. Before the start of the feature, the viewers could see the optical motion illusion with the 3G sign in the middle. Experiment participants were suggested to cover this sign with the movie ticket, having 4G sign printed on one side. As soon as 4G completely covered 3G sign, the speed of red particles on the screen increased drastically, showing the difference between 3G and 4G Internet connections. Although the campaign is still on air it has already shown good results.
Media Type	Public Relations
Length	150 seconds
Creative Director	Nikolay Megvelidze
Creative Group Head / Director / Editor	Alexey Starodubov
Group Account Director	Obukhova Vladlena
Account Manager	Luiza Vasyutina
Head of TV Production	Boris Anisonyan
Producer	Valery Gorokhov
Strategic Planning Manager	Nikita Nikiforov
Music Producer	Igor Medvedev
Director of Marketing communications department	Natalia Glagoleva
Head of Marketing communications department	Maria Yakovleva
Head of Marketing communications group	Andrey Slepchenko
Marketing communications manager	Anastasia Popova
Media manager	Alexandra Osina
Non-standard projects manager	Julia Kulbatskaya
Creative Director	Anton Nenashev CGI Studio
CGI Supervisor	Vitaly Yakin CGI Studio
DOP	Eugenia Opelyanc FreeParking Production
Producer	Maria Yakushina FreeParking Production
Head of Production group	Andrey Grishin FreeParking Production
Sound design	Roman Morozov BMA sound production