THE JOY OF GETTING HOOKED
PROMO FOR KYIVSTAR’S “HAPPY DAY” SERVICE
“Happy Day” is a whole day of free internet and calls once a week. Switch it on and get hooked. Kyivstar asked us to tell young city people about it. People like you and us, who don’t really trust ads and all that blah-blah.
We saw that telecom promos in Ukraine were mostly dry and emotionless. And short on cool imagery. Who would that hook?
Young people speak in visuals
So instead of persuading and convincing, we looked for one precise image, bright but smart, that would not only show our message but physically pass on the feeling of a Happy Day with Kyivstar.
You dive into a content tsunami without checking the clock, and the world around you seems to freeze. Everything stops… and there’s nothing left but you and your smartphone. Sound familiar?
world on pause
That’s the feeling we visualized in our video. The key: the “frozen” world looks hyper-real, worked out down to the smallest detail.
Physics, dynamics, light, imagery (those are real acrobats, by the way, who spent the whole day flying under the ceiling), like a shot from a Nolan film. All to capture and pass on that feeling when you just put the planet on pause.
Our first Kyivstar experience made it clear: telecom is hungry for images and emotions. That became our superpower for giving the brand back its reputation as the most heartfelt mobile carrier.
Happy results
4 million activations
(twice what we expected)
(twice what we expected)
Before, 20% of Kyivstar subscribers didn’t use mobile internet. Now a third
of them are data users
of them are data users
Overall usage grew
far beyond plan: active users went up 100%
(MAU | DAU)
far beyond plan: active users went up 100%
(MAU | DAU)