Audience: From this perspective we were able to identify our target audience of users for whom Internet speed and quality are critical. They form a vast segment - gamers and people who actively follow the gaming industry. The gaming audience is a large and fast-growing segment. Penetration into the gaming industry around the world is about 34%, which is 1,350,000,000 people who play games (Source: Worldwide statistics based on Statista research, 2016). Russia occupies 11th place in the gaming market, with approximately 71,300,000 players, with around 69% of this audience following content dedicated to the topic of gaming. The estimated revenue of the Russian gaming market is 1.5 bn (Source: Russian gamer overview 2017). When developing ideas for the campaign, we relied on the following knowledge of our audience: average age 16- 35, with the core at 18-30, the majority of them- 1 million+ (49%) - living in cities. 88% of the audience actively use social networks (Agency data, 2016). Characteristics and behaviors of the target audience: has an active life position, spends a lot of time online, actively plays online games or is interested in the gaming industry, keeps abreast of technological and gaming trends, does not take in standard advertising, carefully approaches their choice of content, does not watch TV or watches little, prefers online environment, shares communication activities in it (social networks, online games and video); not only plays online games, but also watches content dedicated to the topic of gaming, influenced by opinion leaders/bloggers/popular gamers and trusts them.

Objectives: It was important for us to improve brand image indicators related to the perception of MTS Internet quality, and consequently increase our lead over our competitors in relation to consumer willingness to choose us over other operators. 1. Marketing objective - to increase the lead over our competitors regarding readiness to consider only this operator. KPI (see Table 1). 2. Communicative objective - to increase the lead over our competitors in the perception of MTS as the operator with the best mobile Internet. KPI: 1.Growth and increased lead over the nearest competitor by the knowledge of the mobile Internet brand top-of-mind indicator (see Table 2). Growth and increased lead over the nearest competitor by image attributes: best mobile Internet, mobile Internet has the best quality, offers high speed mobile Internet (see Table 3). 3. Media objective - fulfillment of the plan in terms of number of views of a series of video clips. KPI - 3,042,750 views. We did not set business objectives within this campaign, as image communications do not directly stimulate sales in the same manner as communications about tariffs and other services. However, the achievement of our marketing objectives should, over the long term, affect the growth of the MTS subscriber base.

Type: B2C

Language: English, Russian