MegaFon, the general partner of the 2014 Winter Olympic and Paralympic Games, needed for its

Olympic Pavilion in Sochi to become a worthy culmination to a brand 5 month 'Create Your Own Olympic History' campaign that encouraged people to leave their personal mark in the Olympic history while actively using MegaFon's high-speed mobile internet. Pavilion had to give an unforgettable stage for an epic, digital, truly worth-sharing 'I was here' moment for the fans.

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People felt very distant towards the Olympics - Games seemed 'very official, unapproachable and potentially disastrous'. In addition to reinforcing customer loyalty and increasing their mobile internet usage, MegaFon wanted to create reasons for people to praise the brand and proudly share exciting and brave technological innovations it constantly brings to them.

Activation in the Sochi park also needed to generate reason for brand engagement and mobile internet trial by other network customers in the time of recently announced mobile number portability.

It became Games iconic symbol with 96% of visitors and over 1,000 news reports worth 12,000,000 USD in media value naming MegaFon the most innovative mobile brand.

Enabled people from all over Russia to be part of history. Shared link to MegaFaces live feed by 140,000 3D Selfies owners generated 3,200,000 unique registered viewers and with a built-in datacapture, created a tangible business legacy. «Smotri+» achieved 600,000 application downloads.

Brand loyalty is at all time high with 39% claim never to leave the brand and the highest number of new customers transferring to MegaFon. Mobile internet trial increased by 30%.

Mobile internet quality is a unique competitive advantage for MegaFon.

Campaign created an authentic brand ownership of 'I was here' and 'Olympics my way' moments in digital - and brought undisputed recognition of brand mobile category leadership. Not only MegaFon mobile internet connection during the Games was impeccable, but with so many competitions happening simultaneously, this was the best occasion to demonstrate the benefits of mobile internet - and millions of people across Russia tried mobile internet out for the first time ever (app internet traffic was free for existing voice customers).