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MTS
Change of communication approach while promoting devices

RAN IN: Russia

CLIENT
MTS PJSC

AGENCY
BBDO Moscow *Lead Agency


SUMMARY

The aims were to change MTS’ communication approach in the “device” segment and reach sales growth. We managed to reach the following results: - Growth of smartphone sales in 2018 was by 36% (with 20% planned and 18% market growth)- Growth of «likability» by 6% above the market- Growth of «motivation» by 4% above the market- Growth of brand’s likability by 10% above the market

CASE VIDEO


Audience: In many ways we picked our campaigns’ targeted audience based on main players’ audience - Honor/Huawei, Samsung, Apple. Those were the vendors that had the greatest sales potential and covered almost every possible segment: budget-friendly models, average price models and flagship devices.

Objectives: Business goal: Growth in smartphone sales by at least 20% above the market (in 2016/2017 the growth was lower than the market) Communicational goal: To build knowledge about MTS shops as a place to buy smartphones for affordable prices KPIs for effective commercials: Likability — higher than market’s benchmarks during the promo. at least by 3% Motivation — higher than market’s benchmarks during the promo, at least by 3%

Type: B2C

Language: English, Russian