CLIENT
Ukrtelecom
Anton Zhorin, Marketing Director of Mass Segment, Ukrtelecom Marina Kriger, Head of Marketing Communication Department, Ukrtelecom Oksana Pustovalova, Group Brand Manager, Ukrtelecom
AGENCY
Irina Boyko, Creative Director, Scholz & Friends Kyiv Denis Urusov, Creative Group Head, Scholz & Friends Kyiv Olga Dobrotska, Account Director, Scholz & Friends Kyiv
Elena Ignatenko, Account Manager, Scholz & Friends Kyiv
SUMMARY
Interactive TV is still innovative product for Ukraine. Innovations are usually sold to early adopters or innovators. Ukrtelecom entered IPTV market 4 years after competitors, when this TA was already covered. Instead of fighting for innovators company focused on traditionalists with average income. Communication based on high importance of family values to Ukrainians and formed a need in service for TA with limited possibilities for entertainments options. We showed that with Ukrtelecom it’s easy to keep family values without scarifying your own interests. The goal to increase the consumer’s base of Interactive TV service database was successfully reached.
