Mobile TeleSystems (MTS) ‘Experiment 4G’ - (2014) 3:00 (Russia)

This case study from BBDO Moscow might be a tad long, but it's entertaining. The problem to solve is simple, when Mobile TeleSystems (MTS) launched their hi-speed 4G network in 2013 the main challenge MTS faced was that people didn’t have a clue about the speed advantage of 4G Internet over 3G. They needed to show them the advantage. The place to do this was on large cinema screen, with a captive audience. On each cinema ticket was a red dot that read "4G". On the screen they saw a red dot that read "3G". They used a really simple optical illusion to make people "see" the difference between the speeds. That trick is old, but done right - like on a huge cinema screen with flying red dots - it can be very impressive.

BBDO Russia Group (Agency)
Nikolay Megvelidze, Creative Director
Alexey Starodubov, Creative Group Head / Director / Editor
Vladlena Obukhova, Group Account Director
Luiza Vasyutina, Account Manager
Boris Anisonyan, Head of TV Production
Valery Gorokhov, Producer
Nikita Nikiforov, Strategic Planning Manager
Igor Medvedev, Music Producer

“Mobile TeleSystems” (Client)
Natalia Glagoleva, Director of Marketing communications department
Maria Yakovleva, Head of Marketing communications department
Andrey Slepchenko, Head of Marketing communications group
Anastasia Popova, Marketing communications manager
Alexandra Osina, Media manager
Julia Kulbatskaya, Non-standard projects manager

Nenashev TM (CGI Studio)
Anton Nenashev, Creative Director
Vitaly Yakin, CGI Supervisor

FreeParking (Production)
Eugenia Opelyanc, DOP
Maria Yakushina, Producer
Andrey Grishin, Head of Production group

BMA (sound production)
Roman Morozov, Sound design