AGENCY
Kate Filatova, Head of CSR Kate Kholina, Head of SMM<./br>Elena Kokhanovskaya, PR DirectorAnna Lsenko, Head of Regional PRElena Novozhilova, Head of Strategy CommunicationsOlga Yurkova, Head of Regional PR Unit
SUMMARY
One of the key business needs in 2016 was a retention of leadership in the number of subscribers and maintenance of the lowest in the market customer churn in the conditions of a high competition, as well as gradual “erosion” of difference in quality and prices of services provided by the operators. To achieve this objective, it is necessary to boost loyalty and build trust among the current and potential subscribers, which in the conditions of economic instability in the country can be resolved in the most efficient way by implementation of socially minded projects. The target audience of the project includes children (above 6 years old) and Gen Y teenagers who are the most advanced online users and in the coming 10-15 years will become the main economic force largely defining the consumption profile.