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Tele2
Conquest of Moscow

RAN IN: Russia

CLIENT
T2 Mobile LLC

AGENCY
McCann Moscow *Lead Agency


SUMMARY

Tele2 was the last of “Big 4” to launch on Moscow market - strategically important region bringing 40% of annual revenue.However, the market is oversaturated, and the fight for subscribers is especially tough.Due to brand-platform “Honestly cheaper” Tele2 quickly reached low-profit audience. To reach high-profit subscribers the brand had to remove theirkey barriers – negative perception of mobile network quality and low brand relevance. Moscow audience does not believe the words and promises, but tend to rely on their own experience. Tele2 decided to assure Muscovites by deeds not words.

CASE VIDEO


Audience: We addressed medium- and high-income segments of advanced users, residents of the capital 20-35 y.o., who actively use mobile communication, especially Internet. For them mobile connection is an essential attribute of life, they use mobile Internet throughout a day. To stay connected they not only choose plans with large data packages, with particular attention to its speed, but also look for a wider coverage to always stay in touch. They are highly demanding to quality of service, give no credit to promises, but rely on own usage experience. * Ipsos Comcon, Segmentation of cellular subscribers, 2016

Objectives: Improving brand perception to ensure the flow of subscribers. 1. MNP-balance 5:1 (the proportion of new customers to leaving with their number) Marketing: 2. Leadership in Consideration 3. Maintaining leadership in VFM, and increasing the lead from the nearest competitor. 4. Growth of relevance, closing the gap with leader (Q4/2017 ranking last; 6pp.behind*). 5. Improving the perception of mobile internet quality, closing the gap with nearest competitor (Q4 / 2017 ranking last; 10pp.behind*). 6. Maintaining leadership in NPS and gap with nearest rival of at least 32pp.* *FDF + Magram, Quantitative Tracking Study, Q4 / 2017.

Type: B2C

Language: English, Russian