Brand Experience and Activation > Use of Promo & Activation
OMD OM GROUP, Moscow / MTS / 2014
Overview
Credits
ClientBriefOrObjective
Our task was to promote high-speed mobile internet service 4G LTE from MTS. General knowledge of this service was low, plus most people in Moscow associated 4G internet with a rival provider.
Implementation
Our idea was to show the speed of connection via actual - physical - speed, thus creating a strong emotional response, since it's the emotional memory that sticks.
We took superfast cars, such as Maserati Quattroporte, Chevrolet Camaro etc., and integrated them into Yandex. Taxi - a system used for booking cabs straight from your smartphone. We chose random orders and surprised customers - instead of a reguar taxi car they'd expect, we arrived in style and provided them with a ride to their destination in a race car free of charge. The campaign was supported with pre-rolls on video hosting sites, a competition on Radio Energy, and a promo site with an online quest.
Outcome
The response of the audience was intense and instantaneous - people shared their experiences through every social media they were connected to, creating thousands of posts and comments. The buzz was so great that the story was picked up by television, news sites, radio, leading blogs - giving the campaign huge exposure and mounts of free PR.
Media coverage in Moscow reached 9,300,000 people.
The taxis covered 90,000 km of Moscow roads.
3,000 passengers experienced the excitement of 4G speed first-hand.
People are still talking!
Relevancy
The main advantage of the promoted technology - 4G LTE - is the speed of connection. What better way to get the message of speed across than to use actual, physical expression of it? By using something instantly associated with high speed - luxury race cars - we ensured that the association transerred onto the services promoted. And the adrenaline rush ensured that the experience - and the product - lingered in memory.
In short, we used superfast cars to promote superfast internet.
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