BEELINE “TOP UP YOUR PHONE FROM YOUR PHONE”
In Russia people generally top-up their phone credits to make calls, this has them waiting in long lines at kiosks in order to add more. Topping up can be quite an tough chore as Russia has pretty 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’.
We set about launching this feature in new way with “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 where they’d receive a humorous film (based off their phone number) and gave them actual phone credits sent directly to their account.
WEBSite & SOCIAL FILMS
Partners: Dir. Matt Dillmore, Media Monks NL