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Tele2
Launch of platform 'Other rules'

RAN IN: Russia

CLIENT
T2 Mobile LLC

AGENCY
McCann Moscow *Lead Agency


SUMMARY

Despite the federal operator status, Tele2 was lagging behind competitors. Tele2 decided to focus on more profitable subscribers to reach its ambitious goals of growing the business further. Unfortunately, new target audience was already split between the competitors, also these people didn't take Tele2 seriously. How an operator for the "young and poor" could find favour with profitable subscribers? Tele2 has changed its approach to communication and decided to follow "Other rules" - with the help of unique product the operator decided to change existing market rules and limitations, disadvantageous to subscribers. As a result Tele2 turned from a pursuing player into the one who sets new rules in the category.

CASE VIDEO


Audience: Urban residents, active users of communication, especially the Internet. They tend to choose tariffs with medium or large content for which they are willing to pay more. At the same time, they make it a point to select very best offers that suit their needs and get as much as they can for the money they pay. Another thing that matters to them is clarity and unambiguity of tariffs and also quality of communication which they are not willing to sacrifice for a low price tag*. * Ipsos Comcon, Segmentation of cellular subscribers, 2016.  

Objectives: Business KPI: 1. Growth of operational revenue by 8% vs. 2016. 2. Growth of EBITDA by 20% vs 2016. 3. Growth of subscriber's base by 2% (end of 2016 - 39,0 mio people). 4. Growth of ARPU (average revenue per unit) by 7% vs. 2016. Marketing KPI: 5. Leadership in Consideration - index of subscribers' readiness to switch to another operator (Q4 2016 - rated second, lagging behind the leader by 3%*). 6. Growth of Ad Awareness by 5% and shortening the gap between competitors and us but without increasing of total media budget (Q4 2016 - 43%, lagging behind the leader by 27%*). 7. Leadership in brand relevance ("For people like me", Q4 2016 - ranked 2d after MTS*). 8. Keeping the leadership in NPS and keeping the gap from the closest competitor on the level of 2016 (gap not less than 10%)*. * FDF + Magram, Quantitaitve research Tracking, Q4 2016.  

Type: B2C

Language: English, Russian