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2019 GOLD RETAIL RUSSIA
Change of communication approach while promoting devices
RAN IN: Russia
Audience: In many ways we picked our campaigns’ targeted audience based on main players’ audience - Honor/Huawei, Samsung, Apple. Those were the vendors that had the greatest sales potential and covered almost every possible segment: budget-friendly models, average price models and flagship devices.
Objectives: Business goal: Growth in smartphone sales by at least 20% above the market (in 2016/2017 the growth was lower than the market) Communicational goal: To build knowledge about MTS shops as a place to buy smartphones for affordable prices KPIs for effective commercials: Likability — higher than market’s benchmarks during the promo. at least by 3% Motivation — higher than market’s benchmarks during the promo, at least by 3%
Language: English, Russian