Hasta La Creative!

After promoting a quantum leap in speed with 3G, promoting 4G was not an easy challenge. We needed to add value to the generic proposition of speed. We found that proposition in content viewing – better video quality, smoother video calls, better game graphics and so on. The same movie that you were watching on 3G would become a much better experience on 4G. While our competition built on the speed proposition and the generic internet benefits like play a game, upload to Facebook kind of things, stuff that were already proposed with 3G, we decided to propose a world where every view is fresh view. The strapline – “Everything I see feels new” – along with stunning visuals and never-seen-before scenes carried the campaign. You may be watching the same thing as before, but with speed and robust connections, it will feel like a completely new experience. It was unexpected, clutter breaking, more relevant than the competition.