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Beeline
Gigs for steps!

RAN IN: Russia

CLIENT
VimpelCom PJSC

AGENCY
Contrapunto *Lead Agency


SUMMARY

How to make a sharp turn in the brand image towards the direction of an active and advanced operator in a short period of time?Offer a unique service, which has no analogues on the market!Beeline launches a service that allows subscribers to change regular physical activity to free Internet.We need to tell about the service in a simple way, and most importantly not to scare away the mass audience, since healthy lifestyle is often perceived as "something fashionable, but not for me”.We needed a step out of the ordinary."Gigs for steps" - we said!

CASE VIDEO


Audience: We didn’t want to target only those who already did a lot of sports. We were interested in a wide, mass audience — those who wanted to be more active, but thought that serious sports were not for them.

Objectives: The main aim of the advertising campaign was in short-term to make a sharp turn in the brand image towards an advanced and active operator, as well as to increase the Internet activity of subscribers. At the same time, given that the Internet traffic was to be distributed to subscribers against steps (and at no charge), it was important to maintain the current ARPU (average score). So our objectives were: The growth in image attributes (For bright, energetic people/Advanced)  Increase Internet traffic (in June–July compared with the period before the campaign)

Type: B2C

Language: English, Russian