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2019 BRONZE SPECIALITY/SPONSORSHIP RUSSIA
Esports starts with you
RAN IN: Russia
Audience: Young people aged 14-25 who play competitive video games and/or actively follow esports events. The audience actively consumes esports-themed content, largely via mobile gadgets (around 30%*) that require high-speed Internet access. 97,8% of esports fans commend brands that sponsor esports projects, and 56,2% of them are more likely to purchase goods from brands that support esports. All these factors place a high priority on the said target audience for MegaFon and require expansion of its engagement and loyalty. *a survey of 8000+ visitors of Cybersport.ru and RuHub social media communities
Objectives: Demand for mobile Internet is increasing*, so “Vklyuchaisya! Obschaisya” data plan with an expanded mobile traffic package is highly relevant to the project’s target audience: Sales: - Boosting “Vklyuchaisya! Obcshaisya” sales by 60% by Q4-2018; Brand recognition among the young audience (14-25): - MegaFon has the fastest mobile Internet - growth up to 5pp by Q4-2018 - state of the art brand – growth up to 8pp by Q4-2018 - the brand sponsors esports competitions - 15% awareness among the TA by Q4-2018 Reach: - amount of views - 500mln by Q4-2018; - media coverage - 30mln UU by Q4-2018; *Mediascope, 02/2018 **an independent survey
Language: English, Russian