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MTS
MTS. The Universe of Nagiev

RAN IN: Russia

CLIENT
MTS PJSC

AGENCY
BBDO Moscow *Lead Agency


SUMMARY

MTS was the first who started using the celebrity in the telecom category and eventually all other operators followed him. In situation of high competitive struggle at the level of proposals and at the level of advertising, in 2017 MTS decided to do what no one else had done before. Created a new creative frame for key business products, and in fact - an ecosystem of Dmitry Nagievs celebrity-partners, who are associated with him for previous projects - "The Universe of Nagiev". This allowed MTS to reveal Nagiev image and build an additional system of "second plan" celebrity. The new creative frame helped significantly to exceed all the expected KPIs for the marketing and communication goals that were set!

CASE VIDEO


Audience: Developing the idea of the campaign, we based upon the following knowledge about our audience: the average age is from 18 to 40, the main part lives in cities with population of 1М + (49 %). The significant part of the audience watches TV, including TV series (Source: Mediascope/TNS data, 2016).  

Objectives: GOAL 1 - leadership in the indicator I like the operators advertisement. At the beginning of 2017, Beeline was the leader by this indicator, and is still in advance of competitors. See Table 1. GOAL 2 - growth of advertising indicators for the segments of retail and devices: 2017 vs 2016. The attractiveness of campaigns in this segment is always much lower than the indicators for the attractiveness of the operators offers campaigns due to the specificity of the category (retail category with special offer) and the lack of opportunity to use celebrities for similar campaigns due to the budget restrictions. An average indicator of likability for retail and devices segments is 25 vs 38.42 p. on the operators offers campaigns. (Source: Brand Health Tracking 2016.) GOAL 3 - retention of fatigue with the commercials with Nagievs participation remain at the same level (lack of growth). An average fatigue indicator for 2016 is 19.6 (Source: Brand Health Tracking 2016)  

Type: B2C

Language: English, Russian