Russian carrier taps augmented reality to energize campaign

By Chris Harnick

October 1, 2009

Flirting with augmented reality

MTS, the largest wireless carrier in Russia and the Commonwealth of Independent States, claims it is the first Russian company to use augmented reality as part of a major marketing campaign.

The carrier has more than 100 million subscribers and used augmented reality as part of its Red Energy campaign to promote a new calling plan. The campaign targeted the youth demographic with television spots and magazine ads with hidden mobile aspects.

�MTS wanted to reinvigorate the youth segment with the new Red Energy [calling plan] as well as develop a marketing and advertising campaign that specifically appealed to that market,� said Yaroslav Smirnov, MTS project director of youth segment and value added services marketing communications at MTS, Moscow. �The company designed the augmented reality campaign to re-introduce the brand and make it more attractive to trendy, urban youth.�

By launching the Red Energy campaign with augmented reality, MTS believes the Western market will notice the potential in the Russian market.

Mr. Smirnov said that the key challenge for MTS was to improve brand perception among tech-savvy youths. He said that Russian young adults are very brand-conscious and aware of standard advertising techniques.

The mobile surf is changing

�The campaign was designed to relate directly to modern and fashionable youth,� Mr. Smirnov said. �To make this market turn their attention to your brand, it is crucial to do something unusual.�

The core target audience for Red Energy was consumers ages 14-25, but Mr. Smirnov said that �young, trendy, want-it-all� is a more accurate description of the targeted demographic.

MTS found that the youth demographic places value on creatvitiy and self-expression. Mr. Smirnov said that augmented reality is a way for the brand and consumer to interact with one another and build a relationship.

Energizing Russia

The augmented reality platform lets consumers determine the actions of the augmented reality object.

�Currently only digital and Internet agencies are utilizing this [augmented reality] strategy,� Mr. Smirnov said. �There has not been a lot of media buzz about it yet.�

Mr. Smirnov said that there are numerous applications for augmented reality technology, including online and mobile shops where consumers can virtually try on clothes, games and promotions.

MTS was inspired by Toyota�s augmented realty campaign to promote the automaker�s iQ vehicle.

By using augmented reality, brands and companies can foster a relationship with its target consumers by allowing them to directly interact with a product or offered service.

Mr. Smirnov said the campaign launched Sept. 1 and has received hundreds of thousands of visitors to the Web site.

Because the campaign is designed for the Web site, MTS can track the number of users who visit http://red.mts.ru/newreality.

�MTS feels that other brands can take away some key lessons from this campaign such as new, innovative ways to reach their target consumer � and directly measure ad campaign results,� Mr. Smirnov said. �Especially when targeting the youth segment or demographic, using cool, innovative digital technology is a key to engaging the consumer.�