
Agency	BBDO Russia Group
Creative head	Nikolay Megvelidze
Author of idea	Evgeniy Shinyaev, Mikhail Tkachenko
Series	New plan Smart
Product	plan Smart
Description	By the year 2012 the increasing amount of mobile phones, growing popularity of social networks, online-videos and other internet services had led to the explosive growth of mobile internet consumption. A tough struggle for leadership broke out on the mobile market. A new product – the renewed plan Smart hit the MTS shops in spring 2013. The former plan used to be based on the voice communication services, while Internet used to be just an additional option, but now the plan is based on the Gigabyte of Internet, offered for the fixed monthly payments. All the plan parties are given the free calls as a present. The revolutionary changes in the product had to be announced in a revolutionary advertising campaign. We made the research of the target audience and their demands, and came to the conclusion, that the changes on the mobile market led to the formation of a new generation, obsessed with the Internet. Using Internet at home and at work is not enough for them. It’s important for them to keep abreast of the news, to have an opportunity to discuss them with friends in the social networks immediately, and to share everything, what happens to them, on-the-spot. At the same time they are not ready to refuse the talks, because they have a lot of friends, and they make the calls not only to the parties of their mobile operator. So, the main communication idea was formulated as follows: “Smart is the revolutionary plan for those, who are obsessed with the Internet”. In order to show the revolutionary product changes, we decided to carry out a revolution in the image of celebrities, involved into the former advertising campaign of Smart. All their dreams became true: Slava gained long hair, short Lesha became a basketball player, Kamil rejuvenated, and Sasha finally became a macho. And only one thing remained unchanged: The Internet obsession.
Advertiser	Mobile TeleSystems
Team members	МTS: Natalia Glagoleva, Director of Marketing communications department Maria Yakovleva, Head of marketing communications department Oksana Semenikhina, Head of marketing communications group Ksenia Sergacheva, Marketing communications manager BBDO Moscow: Nikolay Megvelidze, Creative director Evgeniy Shinyaev, Senior copywriter Mikhail Tkachenko, Art-director Vladlena Obukhova, Group account director Anna Balycheva, Account director Julia Kazakovtseva, Senior account manager Arina Muzyukina, Account manager Boris Anisonyn, Head of TV production Irina Kanevskaya, Senior producer Dmitriy Rubezhov, Music producer Production: Ballpark Director - Jaroslav Chevazhevsky, Producer - Anton Zamahin. Postproduction: Talvi

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