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2019 BRONZE SHOPPER MARKETING/LOYALTY RUSSIAN FEDERATION
RAN IN: Russia
Audience: We addressed current subscribers – to increase loyalty, and potential subscribers – to convince them to subscribe. Young citizens of Moscow and Moscow area (20 – 35 y.o.) with a dynamic life style, active users of Internet*. They choose more expensive tariff plans with medium or big contains to communicate freely. Profitability is very important to them – for their money they want maximum contains and opportunities. Because of relatively high income and fast pace of life they are not ready to waste time or energy to get insignificant discounts. * Ipsos Comcon, Segmentation of mobile network subscribers, 2016
Objectives: The project aimed at retaining and developing existing customer database, and attracting new subscribers attention. Business KPI’s: 1. Increase database retention up to 60%; 2. Increase active internet users part in database; 3. Increase average revenue per user among loyalty program users Marketing KPI’s: 4. Grow consideration among non-Tele2 subscribers at average (for high reach campaigns)+7%*; 5. Improve brand image perception: brand relevance at average* +6% and +8% differentiation («acts in subscriber’s favor»); 6. Increase subscribers loyalty (NPS) at 3% * MAGRAM MR, creative Evaluation in tracker, Moscow, January-July 18
Language: English, Russian