Launching 4G internet MTS faced us with a challenge: to tell the audience about the main advantage of the new technology – its high speed.

According to the research our TA spends a lot of time in social networks. What makes them follow somebody`s social account? No doubt, it is curiosity! And what really bothers them while being on-line? Certainly, it is a low speed of internet.

We decided to use this insight. The hottest Russian show-biz girls and the most popular Instagram bloggers – Victoria Bonya, Alena Vodonaeva and Anna Sedokova once uploaded probably the most unexpected pictures with the hash tags: #sexy #oiled #myself #six #hot #naked #pumpedup #guys #red #latex #ass #withanimals #cat #bear #horse #experimenting #crazy #positions #wow #amazing #ohmygod.

The picture seemed to be half-downloaded.

The visitors were at a loss, and the number of comments increased rapidly. But two hours later our beauties uploaded a video reveal containing the MTS 4G ad.

Our ad campaign became the shortest ad campaign for the fastest mobile internet. In two hours only we`ve reached 3 million potential users. And more after we received an unexpected viral effect of the campaign: Instagram users started to post our half-downloaded image on their accounts.

By using optical motion illusion we clearly demonstrated the difference between the speed of 3G and 4G internet. We turned it to the interactive experiment, made our audience a part of it giving them a true feeling of 4G internet hi-speed.

According to the internal MTS data:

- 4 million potential users became participants of the Experiment 4G

- The number of subscribers increased by 45,5% (in comparison with march)

- During one month since we carried out the experiment the number of calls on the MTS hot line regarding 4G internet doubled