To have an advantage

Rostelecom /2017

Problem

To develop an advertising campaign promoting B2B model of «Rostelecom» for managers and owners of small and medium-sized businesses

Solution

We found out that entrepreneurs understand best the language of cost reduction and survival (35 points of Small Business Index) and instead of a feature set, they prefer to see specific benefits that accrue from brand services. That is why the creative idea is based on first person micro-stories.

00:00/00:00

The narrators featuring in documentary-style clips represent the most popular types of small businesses, such as cafés, restaurants, delivery service, and small stores. They apply a certain technology in real time and we witness benefits and new opportunities provided by B2B products of the company.

The campaign included a wide range of formats, such as OLV, OOH, POSM, SMM and Digital.

Results

+43,94%

New customer engagement plan

+23%

Likeability of the brand

+26%

Index «Consideration»

The growth of attributes

+19%

«The brand is for me»

+26%

«It offers effective and thoughtful decisions»

+28%

«It understands my needs»

Trophies

«Strategy for development of B2B» /Bronze /2018

Press

Sostav.ru: Agency Arena has developed a new campaign for Rostelecom

Link

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