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Waiting for a Good Cause

RAN IN: Russia


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