/ OVERVIEW

MTS REEL is a youth-oriented mobile plan built around digital culture, social connectivity, and always-on communication. To support the launch, MTS introduced a bold new creative direction featuring actor Mark Eydelshteyn as the face of the campaign.

/ CHALLENGE

Increase awareness of the MTS REEL plan through innovative digital communication channels while reinforcing MTS’s modern and trend-driven brand perception among younger audiences. The challenge was also to communicate the ecosystem of services included in the plan through immersive interaction.

Every location inside REEL TOWN reflected the product through gameplay. Giga Tower challenged players to collect 50GB while overcoming obstacles, Chat Park rewarded fast posting, Urent Drive transformed scooter racing into a core mechanic, and Flex Zone centered around music and dance culture. The final destination, REEL LOKA, introduced team-based competition for territory control and access to exclusive UGC rewards — all supported by recurring prizes, bonus mechanics, and limited digital rewards.

Clan selection became both a gameplay mechanic and a way to personalize the experience. Players could join Tokers, focused on content creation and posting; Riders, built around scooter culture; Night Owls, designed for late-night players; or Flexers, centered around music and self-expression. Each clan offered unique bonuses, progression paths, and a personalized way to engage with the world.

To reinforce the connection with the MTS REEL plan, players were invited to activate a virtual in-game tariff before entering the city — mirroring the logic of a real mobile subscription. More than 850K players completed activation within the first month, making it one of the strongest engagement mechanics in the experience.

Building a cyberpunk-inspired city required balancing the atmosphere of a futuristic world without becoming overly dark or disconnected from the brand. Through careful use of lighting, fog, and environmental effects, we created a visually rich setting where branded elements felt naturally integrated and reinforced the logic of each mini-game.

We developed REEL TOWN — a futuristic Roblox city where every location reflected the benefits of the MTS REEL plan through gameplay. To personalize the experience, players could join one of several clans with unique playstyles and rewards, while access to the city began with activating a virtual in-game plan inspired by the real tariff. The most active participants received branded prizes and exclusive MTS REEL x LA ROUTINE digital accessories.

/ EXECUTION

/ RESULTS