The goal was simple – to deliver the message that TELE2 4G network now covers 97% of Lithuania. But how can you talk about such intangible thing as 4G internet in an engaging and interesting way?

We wanted to talk about complicated things in a simple way, thus we created the first car in the world that is driven by the speed of 4G internet. It means, the faster the internet is, the faster the car goes.

This car went on a journey across Lithuania, showing the coverage of 4G network. The whole journey served as a material for the campaign across traditional and web channels.

Later on, all users could experience what it means to drive a vehicle powered by 4G internet, when the car was put to use as an Uber car.

A modem with special software was installed into Nissan Xtrail electronic system. When turned on, the speed of the car is controlled by the speed of the internet.

Another safety system also had to be installed, because the speed of the internet is not stable. When the safety system is turned on, driver fully controls the car.

With this campaign we not only created new long term communication platform for TELE2 business, but also changed the quality perception of the brand. Quality measurements exceeded expectations and for the period of the campaign Tele2 was number one in quality measures.

And after almost 10 years of price war in Lithuanian telecommunications market, quality became the new index while choosing the mobile operator.