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Promo campaign for Djuice mobile operator
Promo campaign for Djuice new tarif, which gives you more than just 0 plan inside your network,
and realese you from hidden charges wich main competitors have.

Year 2012. Mobile operators’ war in Ukraine becomes rather fierce. Young people feel lost among endless tariff proposals and can’t remember the operator’s name. And in this situation a resonant TV-reel «Nulcatraz» from djuice appears on TV. It is supporting new tariff «djuice 5+0» offering zero copecks on calls within the network and only 5 copecks on all Ukrainian mobile networks. This tariff was a key proposal of the year and reporting of its price benefits was an important objective.

It was clear for us that after ATL-campaign was finished brand awareness that had been built by the reel would decrease quickly but there would be some questions left concerning tariff details and the discussion would undoubtedly jump to the Internet. So we faced an important objective: conducting digital campaign within the framework of limited budget. This campaign supposed to be targeted at young people and had to prove the tariff’s benefits and support awareness of it.

We organized interactive escape from the «null» prison, shown in the TV-commercial and gave the users an opportunity to find out all the details on tariff’s benefits by themselves.

3 164 000 people - campaign’s coverage of Internet audience included.
128 000 people visited web-site during three active weeks of the campaign.
12 000 of invitations to their friends to pass the quest was sent by participants.
more than 1000 references about campaign in blogs and students’ forums.

Client: Djuice
Advertising agency: Lowe Adventa Kiyv
Creative Director: Oleksiy Pasichnyk
Creative Group Head: Evegeniy Gozeyshiy
Art Director: Michel Zvegintsev
Copywriter: Eugene Pakhmutov
Account Manager: Anna Balycheva

Director: Marco Kalantari
Production: LimeLite