New Year outdoor campaigns

I'm very interested in continuous fight for Subscribers between leaders in Russian mobile market and I performed small research of New Year campaigns - good time for gathering new clients in Mobile services.
During Russian holidays I was wondering about primary focus of "Great Three" MNOs. Of course one of main direction for promotion of MNO is outdoor advertising. I spent about 12 hours driving through Moscow biggest roads and overall route is about 700 km. MTS is almost 100% concentrated (as Jack Trout proposed in "The marketing Warfare") on New Year tariff promotion: outdoor, TV ads, movie in cinemas, portal. This is very strong offer: cheap price inside MTS network and very expensive outside it, strong advertising campaign on TV screens, New Year magic theme. The main advantage of MTS is sharply directed campaign - all forces aligned to be the main New Year offer. I bet that it will give significant results on subscriber base growth rate of MTS during first quarter.

In same time Beeline divide efforts on advertising its iPhone proposal, interesting Roaming offer, Optimal Budget (SME proposal). iPhone is not hot theme and I'm pretty sure that without exclusivity for Beeline it is mistake to advertise it. Those who need iPhone already bought it, others know that it pretty simple to buy it now from every MNO. I do not understand aggressive Roaming advertising - it isn't the key factor for significant amount of Subscribers especially in downturn economics. Optimal budget is a new proposal for SME segment - the worse design I've ever seen - white text on yellow background impossible to read. Idea is very good for crisis time but implementation is very hard to understand. I remember Sonet proposal of 1998 crisis solution - "Anticrisis" tariff - it gained popularity very soon $2,5k for lifetime contract. Beeline has relatively small amount of bonus ads which I found interesting (because of New Year theme and 10% payment bonus). Summary for Beeline - very ineffective way of spending advertising budget.

Megafon has relatively small amount of outdoor ads. It seems that they try to meet their audience in other places. As example they had sponsorship contract with russian business TV channel RBC, a lot of ads in industry magazines. Additionally Megafon performed pilot launch of branded mobile phone (with Huawei) in North West region. Idea is to make present package for New Year holidays. http://www.vedomosti.ru/newspaper/article.shtml?2008/12/08/172628 Additionally I'd like to mention that subway halls are full of Megafon advertising. Interesting targeting but do not forget that russian subway isn't a poor people way of transport.

As short summary, it is clear seen that MTS is performing aggresive campaign vs dispersed (after Golden Telecom merge) Beeline and Megafon. Soon Megafon and Beeline will be seeking for answering tools: unlimited internet, special discounts, new services offering (a.e. branded phones).

What do you think about most effective ad campaigns? May be some advice from European and Americas campaigns?

Thanks,
Denis.