Megafon Moscow
When Russia became the second market in the world to introduce 4G, we created a radical shift for MegaFon.
For years, brands had been telling people what to do, what to think and what to buy.
Then MegaFon came with a different idea: “Waiting for those who don’t want to wait.”
We shifted the narrative from selling to offering, leaving the decision to buy entirely in the hands of the consumer.
It was a radical change for both the brand and the market.
We brought the idea to life across TV, outdoor, landing pages and our own innovative “WiFi Messaging” platform.
The campaign transformed MegaFon from a conventional mobile operator into a cultural movement built around a simple belief:
we are free to make our own decisions.
The work earned MegaFon its first-ever advertising awards, followed by a Cannes Lions Grand Prix the following year.
On top of everything it was highly inspiring to see MegaFon win the first Russian Cannes Lions Grand Prix.
Results
Before MegaFon was just another big telecom brand. Until the 4G campaign was developed.
The campaign won 8 awards in the Eastern European region. Including the Moscow Red Apple and Golden Drum.
In 2014 MegaFon the first ever Grand Prix in Cannes.
“WiFi Messaging”
What do you do when you enter a new cafe or hotel lobby? Right. You look for WiFi. At the lounge of 4G, mobile internet became faster than 95% of the WiFi out there. We used this by introducing “WiFi messaging”. In the 25 coolest cafe’s in Moscow we installed 4 routers. Every router constrained one sentence in our message.
Combined you would read:
Looking for WiFi?
Switch to our super fast 4G.
You will never need WiFi again.
Select to continue.
When selecting either of the WiFi’s you would land on a MegaFon landing page. Here you could order your 4G simcard and select a store near by to pick it up. There was always a store close by. One more click, and you were online. Using the WiFi of the cafe.
A new sales channel.
We invented a new sales channel. Next to the full blow outdoor, online and TV campaign, we used the behaviour or young people when going out in the city. And offered them a new sales channel. Leading to endless comments in social media “finally a brand that understands me”.
