SHOWCASE

Access project

Entry code: G006GD19
Agency: Mosaic Media Agency, Moscow
Advertiser / client: MTS
Group:

Creative idea

MTS turned art content into AR outdoor commercials. Over 1800 ad posters were placed in the most popular places among target audience: bus stops, universities, cinemas, fast food restaurants. There was an additional layer discoverable only by using mobile application – «Access». Application unlocked AR version for an art on the poster - animation, video, or audio. Generation Z hacked outdoor ad and enjoyed limited content. As a result, MTS got +3 points of brand perception among targeted audience aged between 14 – 24 measured by brand health tracking. MTS became the market segment leader compared to other Russian mobile networks.

Brand name: MTS, telecom operator
Advertiser / client: MTS
Product / service: MTS
Campaign name: Access project
Agency network: INDEPENDENT AGENCY
Agency: Mosaic Media Agency, Moscow
Executive creative director: Andrey Rybyshkin
Creative director: Igor Prybylov
Art director: Sergey Yougov
Designer: Alexey Shlykov
Account director (agency): Andrey Rybyshkin
Client account director: Tonya Zabolotskaya

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