Internet & Telecom

MTS Hype

In 2017 all Big Three operators acknowledged they are loosing in the youth segment. Its a threat as business success in future depends heavily on the current position in this segment MTS decided to launch a tariff for teens named HYPE. We were challenged by the fact that parents decide what operator/tariff their kids will have. However, we needed teens to make their own decision as they are the customers of the future. MTS decided to invoke youngsters to choose an operator/tariff by themselves. To achieve the sales target despite building awareness of the tariff, we had to change MTS brand perception among teens as MTS was not considered to be an operator for youth.

Brand: MTS
Client: MTS PJSC
Agency: BBDO Moscow
Language: English, Russian

MegaFon. Switch On!

What do you do when your category has reached the level of penetration of 178% of the country's population, and overwhelming majority of consumers believe that all the major competitors are alike (have the same tariffs, similar services, similar advertising, similar celebrities featuring in these ads), and "0" and price wars do not attract the attention of consumers anymore? Megafon has launched the first on the market data plan line, which is based upon individual requirements of each consumer - "Vkljuchajsja!" (Switch on) Users are able to specify their actual needs and interests in order to get a data plan which is going to perfectly fit them. As a result, the launch of data plans "Vkljuchajsja!" was 5 times higher than category norms.

Brand: MegaFon
Client: MegaFon PJSC
Agency: Instinct
Language: English, Russian

América sin roaming

Brand: Claro / Planes pospago
Client: AM Wireless Uruguay S.A. / CLARO
Agency: Notable Publicidad
Language: Spanish