The idea was to create a superhero with an Internet superpower and make a short film about that character!

The goal was to involve popular Internet artists and the brand’s target audience in the creation of the film to make sure the viewers would be impatient to see the film before the script was ready!

The total reach of the marketing campaign exceeded 30 million contacts, users left more than 30,000 comments and made 3,000 reposts.

The film has been viewed by almost four million Internet users. Video bloggers also promoted the film’s premiere, gathering 2 million views of their teasers on YouTube and in social networks. Both federal and regional media published information about the film.

It’s a short film about a unique heroine, with a superpower of providing wireless Internet access. So how can this useless ability save the world? That is the question that drove the viewers to watch this film.

Eight artists created their own Internet superheroes. We asked our audience to choose the best one of them. The polling was won by Provider — a girl who can provide Wi-Fi access in the post-apocalyptic world without Internet. While the film was getting ready for production, Provider got her own life. 10,000 people subscribed to her page with new strip cartoons by Duran, sweepstakes for the audience and sketches dedicated to life without Internet. We used a cartoon story to make our film. On February 8, the film premiered offline in movie theaters and already on February 9, it was available on YouTube.

Dom.ru is a telecom service provider with the highest speed of Internet connection in Russia according to Speedtest results. We had to come up with a digital campaign to increase brand awareness among the young audience. The idea was to tell the viewers that Dom.ru is a provider with superpowers.