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2019 GOLD SPECIALITY/CARPE DIEM RUSSIAN FEDERATION
Gigs for steps!
RAN IN: Russia
Audience: We didn’t want to target only those who already did a lot of sports. We were interested in a wide, mass audience — those who wanted to be more active, but thought that serious sports were not for them.
Objectives: The main aim of the advertising campaign was in short-term to make a sharp turn in the brand image towards an advanced and active operator, as well as to increase the Internet activity of subscribers. At the same time, given that the Internet traffic was to be distributed to subscribers against steps (and at no charge), it was important to maintain the current ARPU (average score). So our objectives were: The growth in image attributes (For bright, energetic people/Advanced) Increase Internet traffic (in June–July compared with the period before the campaign)
Language: English, Russian