A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS

E-04-12. Experiment 4G

AgencyBBDO Russia Group
Creative headNikolay Megvelidze
Author of ideaAlexey Starodubov
Product4G Mobile Internet
Description3G 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.
AdvertiserMTS
Team membersBBDO 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