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Tricolor
Yolki.TV. Tricolor channel as a new way of communication with the audience

RAN IN: Russia

CLIENT
Tricolor

AGENCY
SUMMARY

Due to slowdown of growth subscribers database and start of State TV Digitalization Program 2018 became a tough year for market. Digitalization implicates free access to 20 nationwide TV-channels providing digital quality. This figure satisfies most of Russians. In this situation Tricolor had to compete with free TV and persuade clients to renew subscriptions, so it was decided to create extra emotional value by releasing Yolki.TV, unique New year channel.As the result the number of subscriptions increased twice, and ratio reached 0,7%. It’s compatible with ratio of National Geographic, «Pyatnitsa!» or Nat Geo Wild. Every fourth client watched Yolki.TV.

CASE VIDEO


Audience: The Tricolor communications were addressing both about 40 mln TV viewers and potential clients. The core of intended audience consists of 30-55 years old men and women, who have family, children, and use Internet. They supposed to live in towns populating over 100 000 citizens, their average income is less than 20 000 rubles per each family member per month.

Objectives: Ahead of analog television shutdown Tricolor intended to motivate the subscription renewing. Subject to this aim the start of The State TV Digitalization Program was an unfavorable circumstance as it was providing every Russian citizen with free access to 20 nationwide TV channels. To build loyalty by giving to clients special TV channel intended to create an emotional link between Tricolor and New Year holidays. To show the advantages of Tricolor services  vs free TV by presenting the exclusive offer ”With Tricolor only!”. To promote the off-air thematic channels and own-produced channels in particular.

Type: B2C

Language: English, Russian