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Beeline
Revolution. Celebrity that keeps previous success and wins more

RAN IN: Russia

CLIENT
VimpelCom PJSC

AGENCY
Contrapunto *Lead Agency


Starcom


SUMMARY

5 y.a. Beeline was the first telecommunication company setting a trend to use celebrity. It was new and differs the brand. However the context has changed much by 2018: competitors aggressively launched innovative products, attracted new celebrities. We had to change making the brand more progressive both in terms of products and image. It's time to update the approach, choose new brand face that would help to solve actual image problems still keeping the accumulated knowledge and brand DNA. This project shows how to change brand face without losing a face!

CASE VIDEO


Audience: Our new ambition is to focus on active and energetic people we can inspire to draw more from their everyday life with relevant Beeline products and services.

Objectives: Communication objectives: Adjust the brand image against the background of active competitors, become more progressive, for bright and energetic people (growth of image indicators “progressive”, “for active, energetic people”) Not to lose the existing level of brand knowledge and ads Business goals: Stimulate subscribers growth on the tariff line "VSEmoe" (+ 25% in June-August) Provide the flow of new subscribers (not less than 30% of those who subscribed to “All is mine” tariff plan)

Type: B2C

Language: English, Russian