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YOTA
YOTA ad in the entry for Effie

RAN IN: Russia

CLIENT
Skartel LLC

AGENCY
Friends Moscow *Lead Agency


SUMMARY

How can a small mobile carrier increase subscriber base if the entire audience has been already divided between four giant competitors with vastly superior media resources? YOTA decided to make a bold move - to redefine traditional approach to advertising instead of trying to dress up their product. In absurdly straightforward deadpan campaign, the brand hasn’t said anything to the consumer except the only important thing: what they see is a YOTA ad. The effect was overwhelming: highest sales record of the last 1.5 years, highest-ever rate of spontaneous brand awareness, discussion on the internet, and unprecedented amount of UGC.

CASE VIDEO


Audience: YOTA targets consumers aged 16 to 30. Potentially, they are more profitable as subscribers, since they use mobile internet more frequently* and consume considerably more traffic (65% of those who watch streamed video on their smartphones fall into this age interval)**. The other reason this audience is specifically appealing to YOTA is their openness to new offers on the market, and their tendency to value brand image over pricing or functionality when choosing a product*.   *Russian Target Group Index, Q2 2017 **Data on the state of YOTA’s subscriber base, Q2 2018

Objectives: Our business goal was to increase growth rate of subscriber base within a short time by increasing sales. Based on previous campaigns’ data, we decided to consider 25% rate increase as successful*. To achieve that we needed to increase spontaneous brand awareness by at least 6% (significant by category standards**). For a challenger player like YOTA, spontaneous awareness is crucial*** — otherwise the brand simply won’t come to mind, with four competitors boasting a near-100% awareness.   *YOTA Business Intelligence **Brand health tracking, Ipsos Comcon, 2017 ***Brand Awareness Effect on Consumer Decision Making, Byron Sharp, 2000

Type: B2C

Language: English, Russian