Mobile TeleSystems Launching 4G internet: Instagram provocation

News and Events

Launching 4G internet MTS faced a challenge: to tell the audience about the main advantage of the new technology – its high speed. MTS and BBDO Moscow decided to be non-standard and to demonstrate not just the high speed of the mobile internet but the consumer`s benefit of the high speed, integrating the advantage into the user`s internet life.

The Russian show-biz celebrities and the most popular Instagram bloggers – Victoria Bonya, Alena Vodonaeva and Anna Sedokova once uploaded probably the most unexpected pictures.

In one of the troll-iest social media plays ever, these attractive Insta-celebrities posted photos captioned with the following hashtags: #sexy #oiled #myself #six #hot #naked #pumpedup #guys #red #latex #withanimals #cat #bear #horse #experimenting #crazy #positions #wow #amazing #ohmygod.

Except the photos never loaded. In fact, they were just images of the loading screen.

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Comments and engagement went through the roof. The models followed up by posting ads promoting MTS’s new 4G service and apologizing for the false expectations.

 

CREDITS
Agency: BBDO Russia
Client: Mobile Telesystems (MTS)

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