Young people in Bulgaria perceive mobile internet as something expensive, and only suitable for businessmen. We set out to change that.
We developed a digital campaign following online, in real-time, the month-long trip of two guys, depending solely on mobile internet to find food, shelter and party. Their mission was to go around Bulgaria in alphabetical order, and they would only go where people hosted them.
A real-time calculation of the cost of the mobile traffic used by the two was displayed in a specially designed widget on the campaign’s website. We integrated streams from the places our target was already at - Facebook, Twitter, Google Maps and vbox7 (a Bulgarian version of YouTube) to follow the trip. We developed daily three-minute episodes to recap the action, and asked people to distribute them, we fueled forum debates on the latest hosts, we did posters, in-magazine photo-stories, etc.
In a bit over a month, the campaign got over a million and a half interactions between people and the brand (Bulgaria’s population is around eight million).