BEELINE
“TOP UP YOUR PHONE FROM YOUR PHONE”

In Russia, people generally top-up their phone credits to make calls. This meant waiting in long lines at kiosks to add more credits. Topping up can be quite a chore as with Russia’s harsh weather most of the year. Knowing this, Beeline, Russia’s 2nd largest provider, created an alternative service, ‘top up your phone from your phone’.

To launch this feature in a new way we created “Top up your phone from your phone and get on with your life,” an irreverent campaign (Japanese’esque) that poked fun at the extreme effort once required to top-up your phone. Using an integrated approach, we launched social films, a nationwide TV commercial, OOH and tactical website. To reward participation, the website encouraged people to enter their phone numbers directly to the campaign, which generated a humorous film (based on their phone number) and directly credited their accounts with 200 Rubles.

Innovative Outdoor

Outdoor Posters

Partners: Dir. Matt Dillmore, Media Monks NL