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"MTS"
Project "Dostup"

RAN IN: Russia

CLIENT
MTS PJSC

AGENCY
Mosaic Media *Lead Agency


Mindshare


Dentsu Aegis Network


SUMMARY

Project “Access” is devoted to the most valuable thing for young people in the Internet - content. It was raising a question of decreasing value of content at the age of its infinity. Together with contemporary artists, musicians and designers we created content that was intentionally limited to make it desirable by its inaccessibility. It was possible to watch created content only through AR app in offline and having caught targeted placement in niche media online. We managed to finally become a leader at the “for youth” attribute by growing it’s rate to 48 points.

CASE VIDEO


Audience: In MTS, youth - are people aged 14 - 24. There are two groups segmented in accordance with their behavior in life and online: active (10%) and passive (90%). Active users are among the 1st who discover new music and technical innovations and share them with friends, who play new games and post let’splays, who come in a new pair of sneakers from the latest drop, who attend new exhibitions before long lines appear. All image campaigns are targeted at active youth as they are the opinion leaders of their generation.    

Objectives: The main goal of the campaign was to achieve a statistically significant increase in the indicator “For youth” for MTS (an increase of at least 3 points during the campaign period in 4Q2018) and a decrease in the same indicator (decrease of at least 3 points campaign in the 4th quarter of 2018) for the leader in this attribute. Brand Health Tracking is measured quarterly by GFK RUS for internal use of MTS.   An additional goal was also - growth in terms of "innovative" in the framework of the same measurements.    

Type: B2C

Language: English, Russian