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MTS
MTS Hype

RAN IN: Russia

CLIENT
MTS PJSC

AGENCY
BBDO Moscow *Lead Agency


Mosaic *Lead Agency


Mindshare


Isobar Moscow


SUMMARY

In 2017 all Big Three operators acknowledged they are loosing in the youth segment. Its a threat as business success in future depends heavily on the current position in this segment MTS decided to launch a tariff for teens named HYPE. We were challenged by the fact that parents decide what operator/tariff their kids will have. However, we needed teens to make their own decision as they are the customers of the future. MTS decided to invoke youngsters to choose an operator/tariff by themselves. To achieve the sales target despite building awareness of the tariff, we had to change MTS brand perception among teens as MTS was not considered to be an operator for youth.

CASE VIDEO


Audience: As the most potential target audience was chosen a segment of youngsters in the age of 14-19 y.o. They are in the very age when they are willing to make decisions in all spheres of their life independently. Thus, they are ready to choose an operator/tariff by themselves. 14-19 aged is the first generation that was born not just in the times of Internet, but in the times of mobile Internet. Mobile Internet penetration among them is 90%*. They spend online most of their spare time. 34% of them spend more than 5 hours a day in social networks and 10% of them watch videos on YouTube more than 5 hours a day**. Due to abundance of content online they have lots of different interests, but music is of the highest importance for them: 74% always listen to the music on their smartphones**. 28% of them are gaming fans**. They spend their spare time not only online: 39% of them have been at a shopping mall at least once a month and 33% of them attend cafes and restaurants at least once a month***. Even though they almost live online, they are the most unreachable customers for advertisers as 54% of them use ad blockers****, and when it comes to product recommendations, they only believe their relatives and their opinion leaders: blogger, vloggers and other self-made YouTube stars. *Source: WEB-Index, April'17- September'17. **Source: Statistics about Russian youth, IpsosGoogle, September, 2016. ***Source: Comcon R-TGI, 2017. ****Source: Mindreader, 2017.

Objectives: Key objective was to switch current MTS users and competitors users aged 14-19 to the MTS youth tariff. Sales KPI: MTS youth tariff share of all MTS tariffs sales 7,5% Planned share of sales was conditioned by the percent of teens aged 14-19 in the Russian population aged 14-60 (7, 37% on the date of 1st January 2017)*. To achieve the sales target, despite building awareness of the tariff we had to change MTS brand perception among teens. 2 Brand Health Tracking KPIs were chosen to track the change in perception: - Growth of operator for youth attribute among youngsters aged 14-19 on not less than 10 points after the campaign (before the campaign: 34 points in Q317) - Growth of ready to consider only this operator attribute among youngsters aged 14-19 on not less than 10 points after the campaign (before the campaign: 19 points in Q317) *Source: Rosstat, 1 January, 2017 г.

Type: B2C

Language: English, Russian