Audience: 14-19 aged is the first generation that was born not just in the times of Internet, but in the times of mobile Internet. Mobile Internet penetration among them is 90%.(Source: WEB-Index, April'17- September'17) They spend online most of their spare time. 34% of them spend more than 5 hours a day in social networks and 10% of them watch videos on YouTube more than 5 hours a day. Due to abundance of content online they have lots of different interests, but music is of the highest importance for them: 74% always listen to the music on their smartphones. 28% of them are gaming fans. (Source: Statistics about Russian youth, IpsosGoogle, September, 2016) They spend their spare time not only online: 39% of them have been at a shopping mall at least once a month and 33% of them attend cafes and restaurants at least once a month. (Source: Comcon R-TGI, 2017 г.) Even though they almost live online, they are the most unreachable customers for advertisers as 54% of them use ad blockers(Source: Mindreader, 2017 г.), and when it comes to product recommendations, they only believe their relatives and their opinion leaders: blogger, vloggers and other self-made YouTube stars.  

Objectives: Key objective was to build MTS brand credibility for the new youth tariff HYPE by changing MTS brand perception among teens. 2 Brand Health Tracking KPIs were chosen to track the change in perception: - Growth of operator for youth attribute among youngsters aged 14-19 on not less than 10 points after the campaign (before the campaign: 34 points in Q317) - Growth of ready to consider only this operator attribute among youngsters aged 14-19 on not less than 10 points after the campaign (before the campaign: 19 points in Q317)  

Type: B2C

Language: English, Russian