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MegaFon
Waiting for a Good Cause

RAN IN: Russia

CLIENT
MegaFon PJSC


'Change one life' charitable foundation

AGENCY
Young and Rubicam FMS *Lead Agency


Action Film


PostPro 18 studio


SUMMARY

MegaFon aims to increase subscribers’ loyalty by using emotional drivers. The campaign with "Change one Life" foundation, which helps children in asulyms to find families, allowed to transform the situation related with negative emotions (waiting while calling to the support service) to subscribers into a source of positive image effect. Waiting time turned into a help for those who are also waiting. Every second waiting was converted into 1 ruble for children waiting to be adopted. As a result, 1.5million seconds of waiting turned into 1.5million rubles. With this amount, the foundation made 591 videos, and 63 children found families.

CASE VIDEO


Audience: MegaFon subscribers, who contact the support service and wait for a response from a specialist.

Objectives: Construction/change of perception/attitude – to use a situation assosiated with negative emotions for a subscriber (a call to support service is often associated with some problem, it promises expecting, switch from specialist to specialist, etc.) for creating  positive image effect. The criterion of success was a positive change in the perception by clients who became the participants of the campaign

Type: B2C

Language: English, Russian