
Agency	BBDO Russia Group
Creative head	Nikolay Megvelidze
Author of idea	Alexey Starodubov
Product	4G Mobile Internet
Description	Launching 4G internet MTS faced with a challenge: to tell the audience about the main advantage of the new technology – its high speed. According to the research our TA spends a lot of time in social networks. What makes them follow somebody`s social account? No doubt, it is curiosity! And what really bothers them while being on-line? Certainly, it is a low speed of internet. We decided to use this insight. The hottest Russian show-biz girls 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. Our ad campaign became the shortest ad campaign for the fastest mobile internet. In two hours only we`ve reached 3 million potential users. And more over we’ve got unexpected viral effect of the campaign: Instagram users started to post our half-downloaded image on their accounts.
Advertiser	Mobile TeleSystems
Team members	BBDO Russia Group (Agency) Nikolay Megvelidze, Creative Director Alexey Starodubov, Creative Group Head Vladlena Obukhova, Group Account Director Luiza Vasyutina, Account Manager Boris Anisonyan, Head of TV Production Valery Gorokhov, Producer Kristina Malberg, Celebrities Producer (TMA) Ekaterina Komolova, Managing Director (TMA) Alexander Lubavin, Art-director Elina Yaroslavskaya, Digital Account Director “Mobile TeleSystems” (Client) Natalia Glagoleva, Director of Marketing communications department Maria Yakovleva, Head of Marketing communications department Yaroslav Smirnov, Head of Marketing communications group Anastasia Terekhova, Marketing communications manager Valery Kopytin, Marketing communications manager FreeParking (Production) Alexander Polishuk, DOP Maria Yakushina, Producer Andrey Rubtsov, Head of Production group

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