Mobile TeleSystems (MTS): Instagram Provocation

May 29, 2014Filed under Online, Mobile and Communication Services
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BACKGROUND
No one likes waiting. Especially when it’s about mobile Internet.

OBJECTIVE
Only the fastest 4G LTE mobile Internet won’t keep you waiting. And this was the message we had to bring home to our subscribers.

IDEA
We got the hottest girls in Russian show business/the most popular Instagram bloggers: Victoria Bonya, Alena Vodonaeva and Anna Sedokova to upload the most staggering pictures with the following hash tags: #sexy #oiled #myself #six #hot #naked #pumpedup #guys #red #latex #ass #withanimals #cat #bear #horse #crazy #positions #wow #amazing #ohmygod.  Here it is. Yup, it’s just a photo, not connection problems, as you may have thought. The visitors were at a loss, and the number of comments grew further and further. But two hours later our beauties uploaded a video reveal containing the MTS 4G ad. And they apologized for creating too much “expectation" among their subscribers.

RESULTS
- The campaign attracted the attention of 1.6 million curious visitors.
- And when the other users started to upload tease picture on their accounts, the number of people involved grew to 3 million.
- This has been the quickest advertising campaign for the fastest mobile 4G Internet from MTS

Advertising Agency:BBDO, Moscow, Russia
Creative Director:Nikolay Megvelidze
Creative Group Head:Alexey Starodubov
Director:Alexey Starodubov
Editor:Alexey Starodubov
Group Account Director:Vladlena Obukhova
Account Manager:Luiza Vasyutina
Head Of Tv Production:Boris Anisonyan
Producer:Valery Gorokhov
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