Golden Telecom: NAKED PROTEST

Credits:

Aleksey Say - Creative Director
Tatyana Yaitskaya - PR Manager
Ivan Sautkin - Director
Alice Cherepova - Project Manager

Describe the communication goal(s) for this media entry
The goal was to draw attention to:
1) A new low-cost mobile communication tariff plan
2) Golden Telecom as the city mobile operator with low tariffs
3) The only shop of the operator in the city during the active period before New Year.

Innovative Media Strategy: Show how your innovative media strategy represents a new, consumer insights based approach, gaining extra receptivity for the brand's message and strengthening the brand's connections with consumers.
Main media used were: Street action in flash-mob style; Internet information and virals; and a sort of art-installation; and huge free media coverage (editorial content).
The protest movement happened exactly one year after Ukraine’s Orange Revolution, which reminded people of the feelings of these events.
The problem of high mobile com tariffs in Ukraine is clear to everybody.
Golden Telecom’s low-cost offer was publicly announced as a good solution of the conflict.
Golden Telecom was positioned as understanding our audience’s needs.
Huge media coverage positioned Golden Telecom clearly as “the city’s low-price mobile operator”.

Engaging Creativity: Show how the media and the message work together to enhance the overall impact of the effort and engage the consumer.
The campaign based on a carefully planned dramaturgy:
1.Distributing manifestos, publishing videos and photos on the Internet. The message was multiplied by our audience themselves.
2.Huge media attention was generated
3.The final protest action at the client’s shop allowed to position the client’s offer as a natural solution for the “conflict”
4.The protest movement’s leader lived for 8 days in the shop’s show-window. A web cam broadcast his life there.

Encompassing the Audience: Show how the media idea travelled across and leveraged the most appropriate touch points and encompassed the target audience.
Attracting the young urban audience by addressing a commonly known problem:
-Starting a protest movement allowed the audience to participate actively (which many did!)
-The protest movement’s entertaining and provoking character (naked people) gained the interest and support of our audience.
-People could, and did, join the action.

Effectiveness: Show how the effort maximised the value of the investment and generated marketplace results
Press: the general circulation - 1,097,423
TV: Rate - more than 500,000
Internet: sites with news - 500,000 users
The sales of the tariff plan exceeded the planned amount twice.
The message about Golden Telecom as the operator with low tariffs received a huge (unpaid) coverage.