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Beeline
Accelerate Moscow Region

RAN IN: Russia

CLIENT
VimpelCom PJSC

AGENCY
Contrapunto *Lead Agency


SUMMARY

Starting spring, as Muscovites escape out of Moscow, many mobile Internet users had also flowed away from Beeline. Subscribers believed that, while all operators had good Internet in Moscow, Beeline was not so great further away. Instead, they bought SIM-cards from operators that had heavily promoted their Internet quality. We created a convincing campaign “Accelerate Moscow Region” and quickly, without a huge media budget, convinced our users about our Internet quality. More importantly, we significantly increased Internet traffic and encouraged subscribers to spend more. In short, not only did we keep subscribers, but we also got new ones.

CASE VIDEO


Audience: We focused on young Muscovites, active Internet users, for whom it is important that the Internet is not interrupted, and its speed does not decrease when going out of town.

Objectives: It was important for us to quickly convince our subscribers that our Internet in the Moscow region is of high quality and encourage them to consume more of our Internet. The main objectives of the advertising campaign were: The growth of the attribute “Offers the best 4G on the market” (Moscow region, BHT, 2018) (March vs April) Increase Internet traffic (Moscow region) +12% (February vs June) Increased ARPU (average score) (Moscow region) +5% (February vs June)  

Type: B2C

Language: English, Russian