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MTS
Network in the metro

RAN IN: Russia

CLIENT
MTS PJSC

AGENCY
BBDO Moscow *Lead Agency


SUMMARY

Millions of people use Moscow Underground daily, each of them facing poor connection there. This has had negative impact on general network quality perception. In 2017, MTS installed transmitters in underground train carriages. But the passengers hardly noticed any improvements as they were used to having no connection underground. Which of the channels would best target the passengers? What is their attention riveted to while traveling underground? Its free Wi-Fi. But there are loads of ads they get before they can start surfing, which they typically ignore. Instead of an ordinary ad, we created what looks exactly like a phone call, something that people expect least of all underground - a call from Dmitri Nagiev.

CASE VIDEO


Audience: The target audience included all Moscow Underground users, both Muscovites and visitors

Objectives: Marketing objectives: 1. Boosting customer satisfaction with network quality, while also closing the gap behind the rivals. Source: NPS Report 1Q2017 (gauging NPS, a measure of willingness to recommend operator, and NSAT, customer satisfaction index) according to LLC "Magram MR". 2. Boosting customer loyalty. Raising NPS by at least 1.5%, the average NPS growth being ca. 1.25%, between Q1 2016 and Q1 2017. While setting target KPIs we took into account the average growth rate of the indicators between Q1 2016 and Q1 2017. Source: NPS Reports 2016 and 2017, LLC "Magram MR". Communications objectives: 1. Creating awareness of the bettered MTS coverage in Moscow Underground. Those who saw the ads should be more aware of the mobile network improvements than those who did not; 2. Getting the network quality perception index growing and leaving rivals further behind, amid general network quality perception on the telecom market falling. Improving "Has better ne quality and coverage" and "Has better voice network coverage" indices, as gauged by BHT (Brand Health Tracking), conducting by LTD "GFK-Rus".

Type: B2C

Language: English, Russian