Social background: Latvia has suffered from the economical crisis more than other countries. Economy fell by 25%. High prices. Depression. No way out feeling.The brand: Tele2 is a telecom brand that has been standing for lowest prices for mobile communication throughout the world . In Latvia Tele2 has the largest share on the market, but the brand perception was a 'cheap discounter operator'.Challenge: To change perception of the brand from 'brand for those who have to economise' to 'brand that gives opportunities'. Solution: Choosing low prices for mobile services you can communicate more. Save your small world. Be a Hero. Big Idea: Low prices for mobile service give you REAL SUPERPOWER. Launching new products on such platform was a real pleasure.

1st stage: Stencils and projections with varoni.lv logo in cities, crazy preachers on streets tellingabout Corporation closing Varoni project that was the reason for Crisis. Heroes don’t help anymore! All materials lead to varoni.lv, blog revealing Corporation conspiracy.

2nd stage: After amonth of mystification 2 teaser TVCs showing powerless heroes appeared on TV. On streets OOH with sad powerless heroes. Jobless superheroes placed announcements in newspapers &web. Then something unexpected happened: meteorite fromTVC fell on Latvia in reality!3rd stage: Stranger from website appeared to be a nice guy who found source of cheap superpower selling it to superheroes in TELE2shop. TV, OOH, DIGITAL about superheroes reempowerment thanks to TELE2. National holiday with huge lasershow - all tele2heroes taking part. At Varoni.lv our guy invited visitors to his webshop with TELE2 tariffs, & superpower from the backdoor. Overnight real shops started looking like those from TV. The same day TELE2 launched 'Meteorite' tariff

Results:1. Quarter year sales plan implemented during the 1st month of the campaign! 3 times sales growth.2. People were standing in long lines to get the subscription3. Brand KPIs grew significantly during the first wave of the Reveal campaign (less than 3 months):4. Leader of the market perception – grew by 5%5. Spontaneous brand awareness grew by 7%6. Likability – grew by 8%7. And they still keep growing…