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Tele2
Befriend your grandma

RAN IN: Russia

CLIENT
T2 Mobile LLC

AGENCY
McCann Moscow *Lead Agency


SUMMARY

Telecom category revenue is growing with Internet consumption, which is provided by young people. The proportion of elderly subscribers who do not use the mobile Internet is large. Tele2 decided to engage the age segment but not to lose young users.Tele2 saw in this a socially significant mission. Due to the lack of involvement in the Internet, older people are limited in communication with the closest ones. Tele2 decided to engage them on the Internet with the help of motivating teachers - grandchildren - and turned to them as part of the digital campaign “Add Grandma to Friends”.

CASE VIDEO


Audience: Audience of the project were senior subscribers who now use communication services only to call their loved ones. They don’t use mobile Internet as they don’t know how and generally cautious about everything. They lead quiet life of measured pace which revolves in first place around their family. Brand target audience, which we had to avoid putting off, were 20–35 year-olds, from large cities, advanced and socially active. They spend lot of time in Web from mobiles: social networks, music and videos and can no longer imagine their life without smartphone and mobile internet.

Objectives: - Grow the number of 4G-users among the 50+ audience by 15%; - Increase average ARPU among 50+ by 5 rubles; - Improve the brand image among the mass audience (a significant increase in the image attribute “For people like me”).

Type: B2C

Language: English, Russian