BBDO: Experiment 4G by BBDO Moscow

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• Category Telecommunications
• Client Mobile TeleSystems (MTS)
• Agency BBDO Moscow
• Country Russia
• Uploaded 2 June, 2014

Other credits

A 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 TeleSystems

• Raise 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.



Credits:

BBDO Russia Group (Agency)

Nikolay Megvelidze, Creative Director

Alexey Starodubov, Creative Group Head / Director / Editor

Vladlena Obukhova, Group Account Director

Luiza Vasyutina, Account Manager

Boris Anisonyan, Head of TV Production

Valery Gorokhov, Producer

Nikita Nikiforov, Strategic Planning Manager

Igor Medvedev, Music Producer



“Mobile TeleSystems” (Client)

Natalia Glagoleva, Director of Marketing communications department

Maria Yakovleva, Head of Marketing communications department

Andrey Slepchenko, Head of Marketing communications group

Anastasia Popova, Marketing communications manager

Alexandra Osina, Media manager

Julia Kulbatskaya, Non-standard projects manager



Nenashev TM (CGI Studio)

Anton Nenashev, Creative Director

Vitaly Yakin, CGI Supervisor



FreeParking (Production)

Eugenia Opelyanc, DOP

Maria Yakushina, Producer

Andrey Grishin, Head of Production group



BMA (sound production)

Roman Morozov, Sound design