Tele2

Inna Pokhodnya, Marketing director
Artem Kirakozov, Head of department of operational marketing and promo expertise development
Irina Alekseeva, Head of marketing strategy department
Olga Elizarova, Senior manager of operational marketing
Andrey Patoka, Deputy CEO for Product, Marketing and Cooperation with Federal Client

McCANN Moscow *Lead Agency

Sergey Marinichev, Associate Creative Director
Elena Vizigina, Copywriter
Maria Ivanova, Senior Account Manager
Elena Golubeva, Head of planning department
Leili Vellenova, Strategic Planner

Whereas youngsters almost live online, older Russians don’t see any value in the mobile internet. So, Tele2 had a business challenge to increase data usage among seniors. Consumer insights uncover that a dramatic difference in a way the two generations communicate left seniors isolated from younger family members. As Tele2 discovered an aggravating gap between generations, it became obvious the only by solving a social problem the business targets could be reached. Thanks to #FriendYourGranny social movement, Tele2 changed people’s lives for the better and exceed brand objectives.