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MTS
TARIFISHE

RAN IN: Russia

CLIENT
MTS PJSC

AGENCY
BBDO Moscow *Lead Agency


SUMMARY

2018, in conditions of stable market and high penetration of telecom services, it becomes impractical to work with large mass audience, market players tend to capture largest audience segments by launching products that meet certain needs. To increase the share of “Smart” tariff line sales MTS had to launch a tariff plan that could meet all needs of a wide audience.   We launched unique tariff plan, having combined the most demanded offers: unlimited Internet, configuration of minutes, calls to other cities while traveling around the country without additional payments.  

CASE VIDEO


Audience: The audience of voice+data tariffs is wide enough, it has a variety of aged and behavioral segments, but they are united by desire to have unrestricted ability of communication (Internet and calls) and complete freedom of actions while communication, satisfaction their interests, solving their daily tasks.  

Objectives: Business goal: Increase in the share of “Smart” tariff line sales by at least 10%, although before campaign launch there was stagnation in “Smart” line tariff sales. (“Smart” line tariffs are the most profitable for MTS by ARPU, the average revenue per user.)Note: before the start of campaign, the share of the line was 50%. Communication purpose: Awareness of advertising communications within a wide audience must exceed the market average during the campaign period. The uniqueness of advertising communication, attractiveness and motivation among the target audience should not be below the market average.  

Type: B2C

Language: English, Russian