Mobile Telesystems wanted to get the word out about their 4G speed being superior for mobile internet browsing. They did so in a way that attracted a lot of attention. They asked well known hot Russian models to post photos on their Instagram feed and hashtag it with words like #oily #hot #naked, #experimenting etc.
The only problem was, the ads were stuck in a perpetual state of near-download. Two hours later, after enough exasperated comments flooded in, MTS uploaded a video featuring a 4G ad, explaining the trick, and telling people to switch to 4G.
Whereupon, a few million sexually frustrated and very pissed off Russians promptly dropped MTS and switched to a competitor.
Okay, I made that last bit up, but I wouldn't be surprised. Very nice prank from BBDO Russia.
BDO 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
Kristina Malberg, celebrities producer (TMA)
Ekaterina Komolova, managing director (TMA)
Alexander Lubavin, art-director / composer
Elina Yaroslavskaya, digital account director
“Mobile Telesystems” (Client)
Natalia Glagoleva, director of marketing communications department
Maria Yakovleva, head of marketing communications department
Yaroslav Smirnov, head of marketing communications group
Anastasia Terekhova, marketing communications manager
Valery Kopytin, marketing communications manager
Alexander Polishuk, DOP
Maria Yakushina, producer
Andrey Rubtsov, head of production group