Description

The Context:
In Kazakhstan’s highly competitive telecom market, operators struggle to differentiate on product offerings alone, most services and tariffs are nearly identical. Altel, the country’s first mobile operator, had spent two years building its identity as a national brand. However, this positioning was being actively used by other players as well. In this environment, Altel needed a way to authentically reinforce its national image beyond conventional advertising techniques.

The Challenge:
A growing trend in Kazakhstan is the renewed pride for national identity and culture, fueling the rise of modern local brands that produce modern products in a national style. Unfortunately, these businesses lacked visibility and advertising budgets to reach broader audiences. The challenge was twofold:
1. Help these local businesses grow and become more visible.
2. Strengthen Altel’s positioning as a truly national and socially responsible brand, not just through storytelling, but through real action.

The Solution:
Altel launched a campaign that redefined the brand’s production process. Instead of sourcing props, costumes, and décor from mass-market or international brands, we made a strategic decision: all visual elements in our advertising, including clothing and interior design, would be provided by local Kazakh brands.
This initiative was implemented in two phases:
• Phase 1: Integrate local brands into TV ads and key visuals — giving them national exposure in a cinematic, premium way.
• Phase 2: Partner with local online media (The Village and The Steppe) to launch branded wishlists where Kazakhstaniis could directly explore and buy featured items.

The Result:
• Media Reach: Local brands featured in Altel’s campaigns gained millions of impressions through both TV and digital. PR coverage reach: The Village – 27k; The Steppe – 236k
• Business Impact: While not aimed at direct sales, brands reported increased interest from consumers who recognized their products from Altel’s advertising.
• Social Impact: The campaign raised awareness of local producers and demonstrated that major corporations can meaningfully support small businesses.
• Marketing Innovation: Altel became the first Kazakh brand to shift its behind-the-scenes processes to support local businesses not as a one-off campaign, but as an ongoing commitment.

Credits

Anton Serbin, Marketing Director
Arina Gondareva, Senior MarCom Manager
Natalya Michshenko, Brand Manager
Ainura Muldasheva, Brand Manager
Susanna Katayeva, Senior Media Manager