Market situation: Having come to Russia, a Swedish mobile operator-discounter Tele2 faced a big problem: its communication 'Why pay more?' successful in the whole world was at risk of failing in Russia, because the Russians believe that to buy cheap is beneath their dignity.

Solution: The communication idea 'Tough guys don't pay high' laid the basis for a long-term strategy integrating all the channels. In each story, the heroes of Mafia series toss a challenge to high prices, proving that to pay extra is beneath one's dignity.

The trends changed, and the campaign changed with them. Tony Bonelli, the youngest of the Mafia trio, in five years from the beginning of the series backed off on criminality and started a career of the producer, which led him to politics.

Along with the Russian President elections, Tony Bonelli ran his own election campaign on TV and outdoor ads and, having gained the majority and become Governor of New York, declared the policy of low prices under the slogan 'Say Your Word'.

Results: For 10 years on air, we have produced over 200 image and tactical campaigns. For this time, the subscriber base has increased from 3 to 28.7 million people. Tele2 has become a leader in the mobile market in the regions of presence, and the campaign has been officially named the most successful for the whole period of the company's existence in the world market.