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Max Telecom, the last major entrant to the Bulgarian telecommunications market, was the first to introduce 4G LTE mobile internet.

The brief for the service launch literally demanded 'a big bang' of a campaign – and the agency obliged with an even bigggger bangggg. A massive outdoor campaign with key words spelled with fours gees in place of the normally single (visuals 1, 5) one helped build significant online traffic – and discussion – in the days leading to the actual launch. On the big day, we went one better and had every single 'g' on two of the country's most popular news sites substituted with 'gggg' (visual 2). The programming behind the gimmick allowed for it to be switched off and on with a single click (visuals 3 and 4). Campaign results indicated that by the end of launch day coverage of the target group (smartphone owners) was pretty much close to the absolute. To this day, Max Telecom are known as the guys who brought 4G to Bulgaria.

In the days following the launch, selected bus shelters featuring the GGGG SPOT execution were fitted out with actual 4G routers for free service sampling.