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MTS
Tarifishe context pre-rolls

RAN IN: Russia

CLIENT
MTS PJSC

AGENCY
SUMMARY

In 2018 MTS launched Tarifishe - new tariff which had no analogues in the market. To support tariff a large-scale 360 campaign was planned. To form knowledge about the tariff among segments, not perceptive to mass communication, were planned small campaigns with independent creative. Among these segments, we have identified the largest, the audience which gives up classic TV viewing in favor of platforms with video content.   We found non-standard approach to communication and created a unique product for the Russian advertising market with complex mechanics – contextual pre-rolls with wow-effect, which completely imitated the movie.

CASE VIDEO


Audience: An advanced audience (20-35 years), with an average income, prefers online content to classic TV. They watch movies and TV serials online. This audience is tired from advertising, tries to avoid or skip it. They are not affected by classic promotional mechanics anymore.

Objectives: Business objective To achieve the share of Tarifishe sales in the overall MTS tariffs sales not less than 25%. Tarifishe - high-value tariff in terms of ARPU (average revenue per subscriber). Marketing objective To form knowledge about Tarifishe among the selected audience segment. Communication objective To form knowledge "You can watch online content without thinking about traffic with Tarifishe". KPI - the amount of views of pre-rolls  should be not lower than the benchmarks of the platform, selected for placement.

Type: B2C

Language: English, Russian