LLC MVM: I am mobile. Activation for the mobile generation

m_mobile, a smartphone seller, increased brand awareness and sales among young Russian consumers by turning its yearly news into a diss track.

Campaign details

Agency: ARK CONNECTCountry: Russia

The Summary Statement

Our target audience, the young and progressive, are used to solving problems with their smartphone. So, we climbed right into our target audience's inner sanctum - their smartphones. Because it's right there on their smartphones, where they watch, click, share, discuss, tag, like, post and swipe.

Our creative idea was to turn boring yearly results into real diss track for 2017. We had a 90s singer who dissed with us... and an MC from the two thousands.. .an actress from the two thousand and tens who suddenly became...

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