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Yolki.TV. Tricolor channel as a new way of communication with the audience

RAN IN: Russia


Audience: The Tricolor communications were addressing both about 40 mln TV viewers and potential clients. The core of intended audience consists of 30-55 years old men and women, who have family, children, and use Internet. They supposed to live in towns populating over 100 000 citizens, their average income is less than 20 000 rubles per each family member per month.

Objectives: Ahead of analog television shutdown Tricolor intended to motivate the subscription renewing. Subject to this aim the start of The State TV Digitalization Program was an unfavorable circumstance as it was providing every Russian citizen with free access to 20 nationwide TV channels. To build loyalty by giving to clients special TV channel intended to create an emotional link between Tricolor and New Year holidays. To show the advantages of Tricolor services  vs free TV by presenting the exclusive offer ”With Tricolor only!”. To promote the off-air thematic channels and own-produced channels in particular.

Type: B2C

Language: English, Russian