The goal was simple – to deliver the message that TELE2 4G network now covers 97% of Lithuania. But how can you talk about such intangible thing as 4G internet in an engaging and interesting way?

We wanted to talk about complicated things in a simple way, thus we created the car that is driven by the speed of 4G internet. It means, the faster the internet is, the faster the car goes.

This car went on a journey across Lithuania, showing the coverage of 4G network. The whole journey served as a material for the campaign across traditional and web channels.

Later on, all users could experience what it means to drive a vehicle powered by 4G internet, when the car was put to use as an Uber car.

4G car was the solution to grasp abstract numbers and concept (such as the coverage of 4G network) in simple and tangible way. Not only consumers get to see 4G coverage in a physical way, but also get to feel it, when 4G car was put to use as an Uber car.

With this campaign we not only created new long term communication platform for TELE2 business, but also changed the quality perception of the brand. Quality measurements exceeded expectations and for the period of the campaign Tele2 was number one in quality measures.

And after almost 10 years of price war in Lithuanian telecommunications market, quality became the new index while choosing the mobile operator.

In the age of innovation and new technologies we wanted people to understand what 4G internet is all about.

That‘s why we created a platform where the main criteria is talking about technology in a simple way. In other words, feeling and experiencing is better than just seeing. That‘s why with this platform you can feel what is 4G internet in a physical and active way.

The coverage of 4G internet was our main data.

A modem with special software was installed into Nissan Xtrail electronic system. When turned on, the speed of the car was controlled by the speed of the internet in real time.

Lithuanian telecommunication market has been flooded with price wars for more than a decade.

TELE2 wanted to give people something more meaningful in this day of technology and innovation. That’s why a new communication platform, TELE2 innovation bureau, was created. Its goal is to talk about technology in a simple way and help people to feel and experience technology in an engaging way.

With the help of the scientists and programmers, the first successful experiment was presented to the public – a car that is driven by 4G internet. Not only did it help to experience what 4G internet is all about, but at the same time it delivered the message of 4G network coverage.