Description

The Context:
Tele2, the second-largest mobile operator in Kazakhstan, was undergoing a strategic transformation – shifting from a discounter to a value-driven brand, offering the best mix of price, quality, and innovation. In 2023, we became one of the first operators to launch 5G in the country. This opened a unique window to enhance the brand’s image in terms of mobile internet quality and reduce the gap with the category leader on key perception metrics like speed, reliability, and innovation
However, while 5G technology had already been deployed across Kazakhstan and some awareness existed, true consumer understanding and relevance remained low, especially for the wider, more conservative mass audience.

The Challenge:

Lack of understanding: Most consumers didn’t grasp how 5G was different from 4G, they saw it as just a minor upgrade rather than a game-changing leap. This made it difficult to justify higher-priced bundles or device upgrades.

Brand perception barrier: As a former discounter, Tele2 wasn’t seen as a likely leader in advanced technologies. Cutting-edge innovation was typically associated with the market leader.

Price sensitivity and device limitations: Many users were deterred by the perceived high cost of 5G not only in terms of tariffs, but also due to the need to purchase newer, more expensive devices.

Commoditized market dynamics: In a market where mobile connectivity is a basic utility, brand differentiation is especially challenging, particularly among a younger, tech-savvy audience and a large segment of skeptical users.

The Solution:

Educational storytelling: A nationwide awareness campaign with Tele2’s brand heroes - “Agents of Benefit” - was launched to explain practical benefits of 5G through relatable and engaging content.

Breaking skepticism with real-world trials: We removed the barriers to trying 5G by offering unlimited free access at the country’s largest festivals and public events. In dense crowds, where mobile speed usually suffers, users could feel the difference. Meanwhile, 5G-fueled livestreams allowed those at home to witness the performance firsthand.

Localized targeting: In every region where 5G base stations were installed, local campaigns informed users about availability and invited them to connect

Device and tariff bundling: Affordable 5G smartphones bundled with competitive tariffs were offered to reduce entry barriers and make 5G adoption more accessible.

Game-changing brand collaboration: To make noise in a crowded market, Tele2 teamed up with Disney and brought Marvel’s Deadpool and Wolverine into its 5G story. The collaboration amplified attention, boosted perception, and helped Tele2 break through media clutter during its 5G rollout while also promoting one of the year’s most anticipated premieres.

The Result:
Business KPIs
• +11 pp increase in 5G user base
• +23 pp growth in 5G device penetration
• ARPU (Average Revenue Per User) grew by +23 pp, exceeding the benchmark by +13 pp
Marketing KPIs
• +13 pp growth in the brand attribute “Operator provides 5G internet” (5 pp ahead of #2 brand)
• +22 pp growth in 5G awareness among Tele2 customers
• +12 pp growth in the brand attribute “Operator offers fast and reliable mobile internet”
• + 6 pp increase in perceived innovation.
Technical / Media KPIs
• 29,500+ 5G trial sessions conducted at offline events
• 1.7M livestream views over 5G
*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