Kyivstar Challenges 4G Myths With Serviceplan Ukraine Campaign

Nov. 11, 2020

4G Myths, A Serviceplan Ukraine campaign for Kyivstar sets out to encourage customers to subscribe to 4G, with a series of 7 videos dedicated to dispelling the most popular myths surrounding it.

Three years have passed since the launch of 4G in the Ukraine, however some subscribers haven’t yet made the switch to 4G. So Serviceplan Ukraine rose up to the challenge of finding out the barriers stopping them from moving over to 4G, and created a campaign to overcome those obstacles.

The research found several issues which were preventing customers from switching to 4G; a fear of complicated technology; a belief that 3G speed is sufficient; a feeling that 4G is only for the elite; a misconception that coverage of the 4G is not stable in the Ukraine; a myth that 4G is expensive and uses a lot of traffic; and another myth that 4G quickly uses up the smartphone battery. 

The hero of the new Kyivstar campaign is Ukrainian musician Sergey Babkin, who stars in all 7 videos.  Thanks to LED CUBE technology, it was possible to shoot all 7 films in one day, despite the complexity of the concept and the challenges faced shooting with Covid restrictions.  In the series of films Babkin played 8 different characters who symbolize the different misconceptions of customers surrounding 4G.  Using LED CUBE technology, 8 different virtual locations were created in one studio. 

Igor Klymenko, Creative Director, Serviceplan Ukraine said:

“We had a brief to create a series of informational videos. Usually these are quite formal, "educational" films, but we decided to go the other way. We created a concept, where the hero embodied in various comic images of his inner doubts".

 

Yuriy Chornenkiy, Head of Marketing Communications, Kyivstar commented:

"Every day, the smartphone is playing an increasing role in our daily lives. It’s not only for music, video or online games, but also for work. Not only to call your dearest, but see them regardless of distance. That's why high-speed 4G is a must have!”