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MegaFon
Watch football

RAN IN: Russia

CLIENT
MegaFon PJSC

AGENCY
Instinct *Lead Agency


SUMMARY

How the right choice of seasonality helped MegaFon to transform not very demanded function of its product into “killer-benefit”, which increased the connections number by 2.5 times. Rarely used MegaFon.TV function “watching TV channels” was actualized during the Fifa World Cup and promoted by the creative campaign relevant for a wide audience (featuring famous "Kasta" frontman) helped the users to solve their problem of watching “games during business hours” and made it possible to enjoy football wherever they were, while MegaFon improved the ARPU level.

CASE VIDEO


Audience: 25-44 years. Smartphone owners and active mobile Internet users. Most of them are indifferent to new product innovations, limiting themselves with standard services of communication and mobile Internet.

Objectives: In the absence of quantitative growth of subscribers, we had to increase the total revenue due to additional monetization of the existing subscriber base – connection of MegaFon TV video streaming service. The key objectives: Increase the number of connections to MegaFon TV for more than 50%* *50% – average growth in the number of connections during similar campaigns (internal data of MegaFon). ARPU growth among the subscribers connected to a MegaFon TV by more than 5%* **5%-the average rate of the category in the promotion of such services (internal data of MegaFon).

Type: B2C

Language: English, Russian