The Club of Advanced Users was an author-led, long-term platform for regional media professionals across print, television, radio and digital media. It was designed for an ongoing relationship with the media community rather than a single campaign.

Over seven years, the platform produced 32 original events, each with its own scenario. Media professionals encountered MTS products, services and technologies through purpose-built experiences in which information became understandable through action, play, teamwork and direct participation.

Every event was created anew: a different location, format, participation mechanic and visual adaptation. The platform remained recognizable while each subject found its own form — and proved effective enough to be adopted by MTS in 11 other regions of Russia.