ExecutionMTS and BBDO Moscow decided to be non-standard and to demonstrate not just the high speed of the mobile internet but the consumer's benefit of the high speed, integrating the advantage into the user's internet life.The hottest Russian show-biz celebrities 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, explaining the trick and delivering the message about 4G Internet connection speed
Philosophie
MTS and BBDO Moscow decided to be non-standard and to demonstrate not just the high speed of the mobile internet but the consumer's benefit of the high speed, integrating the advantage into the user's internet life.The hottest Russian show-biz celebrities 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, explaining the trick and delivering the message about 4G Internet connection speed.
Problem
To generate public interest to the new 4G Internet service launched by MTS
Ergebnis
According to the internal MTS data:• The number of Instagram followers increased by more than 1,6 mln• The viral effect as a result was unplanned: Instagram users started to post our half-downloaded picture and after that the number of audience increased up to 3 million• During one week after our advertising campaign the number of web-site visitors ("Mobile internet" and "4G internet" sections) increased by 25%• It has been the shortest ad campaign (only 2 hours) for the fastest mobile Internet