Description

The Context:
In Kazakhstan’s highly competitive telecom market, price competition had reached its limits. Tele2, traditionally perceived as a discounter, had already captured a broad customer base. However, further growth required moving beyond the price into a new segment where value is defined by a smart balance of price, quality, and product benefits. To evolve its image and sustain growth, Tele2 needed to shift its brand perception from a discounter to a tech-savvy, benefit-focused operator while keeping its appeal to the price-sensitive users.

The Challenge:
The core challenge was to transform public perception from a discounter to a brand that delivers exceptional benefit for money. The goal was to appeal to a more demanding and affluent audience while retaining its price-sensitive customers. Overcoming the strong association of low price with poor quality was the key. Another obstacle was positioning the brand as both affordable and high-quality without causing confusion or diluting its credibility in the eyes of either segment.

The Solution:
To shift perception and appeal to both price-sensitive and quality-seeking audiences, Tele2 launched a new brand platform: "Beneficially Different". The strategy is centered on maximizing customer benefit by offering innovative, benefit-rich products. Communication was framed around “Agents of Benefit” – brand heroes, who battle overpriced services To amplify this narrative and break through the clutter, Tele2 partnered with Marvel, bringing global icons Deadpool and Wolverine into the campaign – a bold move to signal the brand’s new, quality-led direction.
To prove its upgraded network, Tele2 also provided free 5G trials at large-scale public events, enabling thousands to experience the speed and reliability of next-gen connectivity in real-world settings.

The Results:
• +36% revenue growth
• +26% ARPU increase
• +5 pp growth in subscriber base
• Leadership in “value for money” perception
• +7 pp improvement in mobile internet quality perception
• +11 pp increase in NPS (market-leading)
Data Source: Brand Health Tracking reports; 2024, K-Research (TNS); Tele2 Reports

Credits

Anton Serbin, Marketing Director
Arina Gondareva, Senior MarCom Manager
Gulzhan Bekbaganbet, Brand Manager
Azat Akhmedin, Brand Manager
Susanna Katayeva, Senior Media Manager