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MegaFon
MegaFon. Switch On!

RAN IN: Russia

CLIENT
MegaFon PJSC

AGENCY
Instinct *Lead Agency


SUMMARY

What do you do when your category has reached the level of penetration of 178% of the country's population, and overwhelming majority of consumers believe that all the major competitors are alike (have the same tariffs, similar services, similar advertising, similar celebrities featuring in these ads), and "0" and price wars do not attract the attention of consumers anymore? Megafon has launched the first on the market data plan line, which is based upon individual requirements of each consumer - "Vkljuchajsja!" (Switch on) Users are able to specify their actual needs and interests in order to get a data plan which is going to perfectly fit them. As a result, the launch of data plans "Vkljuchajsja!" was 5 times higher than category norms.

CASE VIDEO


Audience: 25-44 years old. Smartphone owners and active users of mobile internet. Most of them are skeptical about new tariffs, because for many years they are used to the fact that nothing fundamentally new appears and there is no sense in changing the operator. Therefore, they practically do not pay attention to the emerging new tariffs.  

Objectives: We decided to do something different and to launch fundamentally new tariffs, which will be recognized and appreciated by our audience. That is why there were key goals for the campaign launch: The purpose of communication - to build a level of spontaneous knowledge of the new tariffs - 4-5% during the first ad-campaign (the average level of knowledge when launching new tariffs in the market for players of The Big Three is 2-3%); Business goal - to increase the level of penetration of new tariffs "Switch ON" into the MegaFon subscriber base with a higher level of ARPU (average revenue per user) by 5-7%.  

Type: B2C

Language: English, Russian