Audience: In the first place, we focused on the audience with the greatest potential for business growth whose representatives are dynamic people, leading an active lifestyle and use mobile communication to stay in touch with family and friends. They use an Internet-enabled smartphone for a large range of needs, such as social networks, personal and business communication, search for information, purchases, payment of bills, etc. In mobile communications, clarity and clearness of tariffs, as well as the value-for-money ratio for voice and Internet communication (Ipsos Comcon, Cellular Cell Segmentation, 2016) are important for them. We also divided the TA by their belonging: A) Others subscribers who are neutral to Tele2, do not use our mobile Internet, as they may not know that Tele2 has Internet services. B) Our own subscribers who use the Tele2 SIM card as the second in a multi-SIM phone, or in a separate handset for calls. They do not use our mobile internet as well as they may be unaware that Tele2 has Internet. Audiences of others and our clients differ in the degree of loyalty to Tele2 as an operator in general, but neither perceive Tele2 as a mobile Internet provider MNO.  

Objectives: Marketing KPI: 1) Growth of 4G Internet awareness in the regions participating in the campaign by 2%. 2) Growth of knowledge about 4G-Internet in the regions participating in the campaign with a reach promotion by 4%. 3) Narrow the gap in awareness about 4G with the nearest competitor at the Total Russia level by 3%. - Media KPI: Reach 80% of TA. - Promo KPI's: 1) Number of visitors for the entire period of the cinemas operation: 50000. 2) Occupancy of cinemas: 90%.  

Type: B2C

Language: English, Russian