TOP UP YOUR PHONE FROM YOUR PHONE
AND GET ON WITH YOUR LIFE
Beeline, Russia’s 2nd largest Telco launches a new product ‘Mobile Top Up’, allowing users to add credit right from their phones for the first time. Compared to the other way it was done, waiting in line at a terminal on the cold streets of Russia, it seemed the only sane choice. So in the spirit of this absurdity we devised an integrated campaign to give Russia it’s own kind of quirky irreverent campaign and make a splash of the message (think Japanese’esque).
Besides the OOH and innovative rotating billboards, our integrated campaign featured the same comedic hero in a nationwide TV. Also supporting the TV was an innovative website that topped up users’ phones FREE with 100 rubles directly off their number so they could test the service.
After you collect your FREE top up you also receive a stitched together film created from your number showing a multitude of other things you could be doing than waiting in the line at a top up terminal.
Carrying the theme of the campaign over into headline executions suggesting you can top up at any time.