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Max Telecom is Bulgaria’s youngest telco and the first to introduce 4G capability in the country. As part of the service launch, Max sweetened the deal for early adopters with a sizeable chunk of mobile traffic at 4G speeds. The commercial for this tactical campaign features Sergeant Max, a character introduced early on in our cooperation who made it her sole business to seek out ‘offenders’ with slow internet to offer them the obvious alternative. (By the time of the campaign she had already become a staple in the communications of the brand allowing as such some room for character development.) One very interesting aspect of this campaign were the absolutely stellar results: the initially announced 10,000 free packages of 4G mobile traffic—one for every two-year contract signed—were all gone a good full month before the campaign was slated to end.