Audience: Native advertisement assumes sufficiently narrow segmentation, that is why each project step spoke to separate group of people: Audience of gamers/cybersport lovers 14-24, play not only computers, but also smartphones, actively follow some popular tournaments and teams. Massively demanding on the stability and speed of the Internet, because that are the factors which gamers results depend on. Techno geeks audience 17-27, big cities citizens. Like and follow the consumer electronics industry and gadgets, understand the technical aspects and want all the best. Lifestylers audience 14-27, on the one hand they use some popular social networks and services (Instagram, the high percentage of videobloggers viewing), on the other hand the high percentage of TV watching (although the part of the audience doesnt watch TV at all). Travelling by car, spend much time in traffic jams, where they consume online audio and video content. Music lovers audience 16-30, follow Russian music industry, new releases and concerts, actively use musical and video streaming services, including the time they travel around the city. It is important for them the Internet to be reliable, helping comfortably stream the content on the go.

Objectives: The task is to tell about the quality of MegaFon mobile Internet for the absolutely different target audiences. В зависимости от продуктового контекста, для каждой Целевой Аудитории менялись вводные по деталям коммуникации. Задачи по эмоциональному посылу от бренда и донесения платформы в данной кампании не ставилось. Depending on the product content we were changing some background information on the details of communication. We had no tasks on the brand emotional message and the campaign platform reporting. Commercial purpose is to increase the amount of a MegaFone subscribers, attract attention to an ultrafast mobile Internet. In addition to demonstrate the fact that MegaFone is the brand which is close to millennials, which understands and shares their tastes. The main KPI: the reach of the target audience, the amount of interactions with a brand content and, as a result, the trust grow to a product.

Type: B2C

Language: English, Russian