ALMOST
COMPARATIVE AD
360 campaign for lifecell
Ukrainian mobile operator “lifecell’ has been long known for its profitable offers. But their “Free Life” tariff is a real game-changer. It has way more minutes and GB for a lower price than any other tariff on the market and what’s more “Free Life” has no daily limits and internet sharing restrictions.
For lifecell it was a great opportunity to make subscribers of competitors switch and for us it was a chance to create a first truly comparative advertisement in Ukraine. But unfortunately, due to the law restrictions we had to find a clever way to say that “Free Life” is better than any other tariff implicitly.
Compare it to anything, it’s always better
We thought if “Free Life” can win any comparison why don’t we compare it to anything, like literally anything: tomato, giraffe, or even kung-fu master to show that “Free Life” is always better.
How did we make subscribers of other operators pay attention?
It might seem like a non-typical lifecell ad and it really is. Studies showed that people usually ignore ads of operators that they don’t use. That’s why we had to shoot something completely different to grab their attention. So we decided to replace the lifecell recognizable “yellow world” with real-world locations using LED-cube. It was a thrilling experience because we were the first to shoot a TV ad using this technology in Ukrainian telecom.
A little rebel in Digital
Working with a product that can undoubtedly win a comparison with other offers
is a lucky rarity. Just like the fact that in digital no one can forbid us to make
a direct comparison. Of course, we couldn’t resist.
So we created short teasers that lead people to a special site called “Porivnyator”
where they can compare “Free Life” with other tariffs on the market.
And that’s what people saw when they visited our landing:
And...
Oh, yeah. And of course some OOH advertising as well.
Credits:
lifecell
Head of Brand Management and Media Communications Unit - Olga Schupak
Head of Creative Advertising Planning and Development Unit - Viesta Gunchenko
Art Director - Anton Tsybenko
Brand Management and Communications Expert - Ivanna Schneider
R Agency
Creative Director – Dima Liutyi
Art Director - Lenya Nakonechnyi
Designer – Artur Blihor
Copywriter - Victor Sinkov
Account Director - Aleksey Provorotskyy
Senior Account Manager - Masha Ursta
Account Manager – Zhenya Gaydamaka
Lumiere Production
Director – Valentyn Minchuk
DOP – Serhii Smychok
Executive producer – Olena Volobuieva
Producer – Oleksandr Kovtun
1st AD – Serhii Korniienko
Style – Alesia Yutina
Art-department – Oleksii Velychko
Make-up – Anna Rebrykova, Martelle Makeup department
DOP – Serhii Smychok
Executive producer – Olena Volobuieva
Producer – Oleksandr Kovtun
1st AD – Serhii Korniienko
Style – Alesia Yutina
Art-department – Oleksii Velychko
Make-up – Anna Rebrykova, Martelle Makeup department
