
Agency	BBDO Russia Group
Creative head	Nikolay Megvelidze
Author of idea	Alexey Starodubov
Product	4G Mobile Internet
Description	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. MTS made a conclusion that the best way to demonstrate the advantages of the new network would be a simple comparison of 4G with 3G. But how to be recognizable considering tough competition and media clutter? We reproduced an optical illusion to show the difference between 4G and 3G. Experiment 4G was taken in cinemas all over Russia. The 4G sign was printed on the backside of the cinema tickets. Before the start of the main feature, viewers were shown a video based on an optical motion illusion. To feel the difference between the speed of 3G and 4G internet Experiment participants had to take a look at the screen closing one of their eyes with a ticket with 4G sign. By using optical motion illusion we clearly demonstrated the difference between the speed of 3G and 4G internet. We turned it to the interactive experiment, made our audience a part of it giving them a true feeling of 4G internet hi-speed.
Advertiser	MTS
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 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) Maria Yakushina, Producer Andrey Grishin, Head of Production group BMA (sound production) Roman Morozov, Sound design

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