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MTS
New rate plan Smart Zabugorische launch

RAN IN: Russia

CLIENT
MTS PJSC

AGENCY
BBDO Moscow *Lead Agency


Mosaic


SUMMARY

People don't like to change their rate plans, especially for the plane with a higher monthly fee. And MTS had to find the reason why people would pay for mobile communication more. We identified the unique trait of subscribers with average or higher-than-average income - they are in roaming more frequently than the others, but not fully satisfied with current offerings. We decided to use a lucrative roaming offer to compel subscribers to make a switch to a heavier rate plan. "Smart Zabugorishe" is the most beneficial offer for travellers, with a large bundle of minutes and Gbs that can be used not only in Russia, but also in international roaming. The result was impressive - the subscribtion to expensive rate plans increased by 373%.

CASE VIDEO


Audience: Our target audience comprised subscribers who had average or higher-than-average income. Our analysis of their behavior identified their unique trait in terms of consuming telecom services, which was they were in roaming more frequently than the others since they prefer to travel abroad on vacation. These subscribers always pay attention to the terms of using communication services abroad, and among them, offerings related to roaming are always in high demand.  

Objectives: Business objective: Increase subscriptions to expensive rate plans by 120% (previously, year-on-year growth was about at 40%). Marketing communication objectives: Change the perception of heavy (expensive) rate plans by subscribers from "Heavy rate plans mean extra expenses" to a "Heavy rate plan is an opportunity to get better terms on communication services". KPI Advertising effectiveness: 1.TV commercials awareness - at least 60%. 2.Likability - higher than market benchmarks during the promotional campaign. 3.Motivation - higher than market benchmarks during the promotional campaign.  

Type: B2C

Language: English, Russian