Race against nature

Objective

MTS, a Ukrainian mobile operator, launched this campaign in July 2015 to showcase newly available 3G connectivity to local consumers while the rest of the world was already moving toward LTE and testing 5G infrastructure. The campaign aimed to make 3G access tangible and exciting through a memorable interactive experience that positioned the technology as genuinely powerful and fast.

Solution

An interactive web experience challenged players to upload a photo to Facebook faster than gravity could bring a smartphone down from Europe's tallest monument. The game visualized 3G upload speed as a real-world race—the faster the connection, the better the smartphone performed against the laws of physics. Built as a web application (hosted at http://3gspeed.mts.ua/), the experience combined aerial photography and dynamic mechanics to make network speed visceral and competitive. The campaign featured creative direction by Viktor Shkurba with a team of designers, developers, and aerial photographers.

Results

Not published.