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MTS
Smart "Open Your Eyes"

RAN IN: Russia

CLIENT
MTS PJSC

AGENCY
BBDO Moscow *Lead Agency


Mosaic *Lead Agency


ADV Digital


Players


Mindshare


SUMMARY

In 2017, new player challenged the big three by playing on the territory of new rules and calling off the principle of burning not used minutes and internet traffic by the end of month. Therefore, MTS had a difficult task to hold a leadership based campaign being the second on the market with the offer. We decided to base campaign on both product offer - "minutes and traffic transfer" and human insight - "people are always on their phones even when they meet with friends and families in real life". To retain our leadership and grow NPS index we inspire people to look away from their phones and enjoy everything else, while we keep their not used minutes and traffic safe until next month.

CASE VIDEO


Audience: Voice+data tariffs audience is vast, but we distinguished the core of 18-35 y.o. Despite the fact that the audience chooses tariffs according to their needs, in reality it is hard to predict the exact amount they will spend per month. Normally it is clear whether there are any minutes and/or data left only at the end of the month. Then subscribers face the choice: talk more and stream more internet content in order to spend the remaining minutes and data, or accept that they will disappear at the end of the month. We knew that since a competitor had an offer that allows to keep the remaining minutes and data, MTS subscribers expected the same offer from their operator.

Objectives: We set ambitious objectives: 1) Business objective: Increase the share of tariff range Smart in sales by 10% despite the fact that at the moment of the launch of the transfer campaign the share of tariffs Smart was in stagnation. 2) Communications objective: The knowledge of the advertising communication among broad audience must be higher than average in the market during the campaign period, i.e. in Q3, while the indexes of uniqueness of advertising communication, attractiveness and motivation among the target audience must not be below average in the market. The measurements are taken as a part of weekly monitoring of TV advertising effectiveness by OOO Analitika. 3) NPS* growth, since it is one of the key factors of subscribers loyalty and choosing of a telecommunications operator for at least 30%. As of Q2 2017 NPS index of MTS was 27 points. (*Net Promoter Score is an index of willingness to recommend a campaign or a product). 4) Brand image objective. BHT (Brand Health Tracking) attribute must remain leading, since the launch of the competitors new product format posed a risk of losing the leading position. Before the launch MTS was considered to be the leading operator by 48% of respondents. The tracking of the attributes dynamics is done within the internal research of MTS brand health (BHT) by company GFK RUS.

Type: B2C

Language: English, Russian