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Tele2
Tele2 Mondays

RAN IN: Russia

CLIENT
T2 Mobile LLC

AGENCY
McCann Moscow *Lead Agency


SUMMARY

Mobile communication became habitual so its role depreciated. To take place in subscribers’ lives mobile operators offer bonuses beyond the telecom services. How to attract subscribers’ attention if they are fed up with similar loyalty programs - unattractive and complicated? We rethought the usual approach and created “Tele2 Mondays” by other rules - profitable, simple and improving subscribers’ life. We offered not just valuable gifts in relevant categories, but created a weekly brand tradition, turning the hardest week day, Monday, into a holiday. Every Monday subscribers got free coffee, taxi ride and access to serials base just being our subscribers.

CASE VIDEO


Audience: We addressed current subscribers – to increase loyalty, and potential subscribers – to convince them to subscribe. Young citizens of Moscow and Moscow area (20 – 35 y.o.) with a dynamic life style, active users of Internet*. They choose more expensive tariff plans with medium or big contains to communicate freely. Profitability is very important to them – for their money they want maximum contains and opportunities. Because of relatively high income and fast pace of life they are not ready to waste time or energy to get insignificant discounts.   * Ipsos Comcon, Segmentation of mobile network subscribers, 2016

Objectives: The project aimed at retaining and developing existing customer database, and attracting new subscribers attention. Business KPI’s: 1.  Increase database retention up to 60%; 2.  Increase active internet users part in database; 3. Increase average revenue per user among loyalty program users   Marketing KPI’s: 4. Grow consideration among non-Tele2 subscribers at average (for high reach campaigns)+7%*; 5. Improve brand image perception: brand relevance at average* +6% and +8% differentiation («acts in subscriber’s favor»); 6. Increase subscribers loyalty (NPS) at 3% * MAGRAM MR, creative Evaluation in tracker, Moscow, January-July 18

Type: B2C

Language: English, Russian