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MegaFon
Roaming, goodbye!

RAN IN: Russia

CLIENT
MegaFon PJSC

AGENCY
Instinct *Lead Agency


SUMMARY

How MegaFon created a new behaviour pattern for subscribers in roaming, so that the use of mobile Internet abroad increased by 3.5 times. Our new “Roaming, goodbye!” mobile plan resolved two main barriers of using mobile Internet in roaming – “the uncertainty of how much you’ll pay” and “the need to change your habits when using mobile Internet.” The communication based on the phrase “Roaming, goodbye!”, clearly conveyed that people can say goodbye to the old attitude to roaming and consume mobile Internet abroad like they do at home.

CASE VIDEO


Audience: 25-44 years. Active users of smartphones and mobile Internet, who travel abroad 1-2 times a year.

Objectives: Our main goal: to change the perception regarding the use of mobile Internet abroad. Therefore, the key objectives for the campaign were: Business goal Increase the total amount of Internet traffic used by our subscribers abroad by 2 times. Behavioral goal Change the pattern of behavior of subscribers in roaming, teaching them to use the mobile Internet abroad as they want, and not as they were forced to limit themselves before.

Type: B2C

Language: English, Russian