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MegaFon
Esports starts with you

RAN IN: Russia

CLIENT
MegaFon PJSC


MegaFon PJSC

AGENCY
ESforce *Lead Agency


SUMMARY

“Esports starts with you” is the first and the only multi-channel sponsorship esports project in Russia. MegaFon has decided to win favor of the younger audience and increase sales of the relevant product using the newest ever-growing trend of esports. A series of thought-out sponsorship integrations, engagement mechanics and brand-new unique content ideas were the main factors behind the project’s success. MegaFon managed to bolster the brand’s “youngster” attributes to 20% and increase sales of the data plan with an increased mobile traffic package by more than 300% over the course of the campaign.

CASE VIDEO


Audience: Young people aged 14-25 who play competitive video games and/or actively follow esports events. The audience actively consumes esports-themed content, largely via mobile gadgets (around 30%*) that require high-speed Internet access. 97,8% of esports fans commend brands that sponsor esports projects, and 56,2% of them are more likely to purchase goods from brands that support esports. All these factors place a high priority on the said target audience for MegaFon and require expansion of its engagement and loyalty. *a survey of 8000+ visitors of Cybersport.ru and RuHub social media communities

Objectives: Demand for mobile Internet is increasing*, so “Vklyuchaisya! Obschaisya” data plan with an expanded mobile traffic package is highly relevant to the project’s target audience: Sales: - Boosting “Vklyuchaisya! Obcshaisya” sales by 60% by Q4-2018; Brand recognition among the young audience (14-25): - MegaFon has the fastest mobile Internet - growth up to 5pp by Q4-2018 - state of the art brand – growth up to 8pp by Q4-2018 - the brand sponsors esports competitions - 15% awareness among the TA by Q4-2018 Reach: - amount of views - 500mln by Q4-2018; - media coverage - 30mln UU by Q4-2018; *Mediascope, 02/2018 **an independent survey

Type: B2C

Language: English, Russian