BEELINE “TOP UP YOUR PHONE FROM YOUR PHONE”
In Russia people generally top-up phone credits to make calls, which has them waiting in long lines at a kiosk so they can add more. Topping up can be quite an extreme chore as Russia has some 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 new way to top up through an irreverent campaign (Japanese’esque) that poked fun at the extreme effort once required to top-up. Using an integrated campaign approach we launched social films, a nationwide TV commercial, OOH and tactical website. The website encouraged people to enter their phone numbers where they’d receive a humorous film (uniquely based off their number) and reward them with actual credits sent back to their number.
WEB BUILD & SOCIAL FILMS
Partners: Dir. Matt Dillmore, Media Monks NL