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Tele2
Tarrif-constructor

RAN IN: Russia

CLIENT
T2 Mobile LLC

AGENCY
McCann Moscow *Lead Agency


SUMMARY

Because of “Other Rules” brand platform, Tele2 has become a product trendsetter and achieved high business results. In order to preserve the status of an innovator in high-competitive market, Tele2 launched the next killer-offer - customizable tariff. But competitors brought innovation first. How to draw attention to the product and get high results?   Competitors have already told about the action of the tariff constructor, but Tele2 was able to convey the emotional advantage from its use. In partnership with Marvel, we used a bright creative metaphor of “super-subscriber” and gave users super-power to customize the tariff to fit their needs.

CASE VIDEO


Audience: We addressed segment of the most advanced users – young urban residents aged 20–35, active users of mobile Internet. To get everythign, they can pay for more expensive tariffs. At the same time, good deal matters to them: they always seek for the best offer to suit them and ways to avoid overpaying for excess. *Because they use data more than calls, they opt for tariffs with voice/data mix doesn't match their needs and either have to pay for what they don’t use, or buy extra gigabytes. * Ipsos Comcon, Segmentation of cellular subscribers, 2016

Objectives: Objective was a commercial: higher profitability due to new sign-ups. Also, in competitive environment, Tele2 needed to secure leading position as operator offering best deals. Business KPIs:Enhance dynamics of new sign-ups + 1% vs. original targetIncrease share of medium and high-income subscribers among newcomers;Marketing KPIs:leadership in Consideration (2nd place, 33%) *;increase the lead in Value for Money (1st place, 23%, gap 5 points) *;Grow by 5% traffic to stores with a high rate of conversion into contracts**.* FDF + Magram, Quantitative Tracking Study, April 2018.** Company internal business data, Q2’17-Q2’18.

Type: B2C

Language: English, Russian