Description

Problem:
The Russian telecom market is a fiercely competitive arena, where virtually everyone already has mobile service, penetration has reached 170%. In such a saturated environment, winning consumer attention has become harder than ever: interest in standard offers is declining, and advertising is losing its impact, even as costs rise. For beeline, which spends less on marketing than its competitors, the challenge of standing out was even greater.
But beyond competition lies a far more serious challenge: security. In 2023, Roskomnadzor uncovered 43 million “gray” SIM cards used for fraud and spam. Bank customers lost 19 billion rubles to phone scams, 90% of which were directly linked to mobile communications.
Meanwhile, operator investments in protection remain extremely low — just 5% of telecom ad spend in 2023 and 9% in 2024. Subscribers face threats daily, yet don’t see their operators as trusted protectors.
This gap between what people need and what they are offered. Instead of ignoring the problem, we set out to turn it into our strength.

Solution:
Beeline chose to focus on one of the most urgent and universal issues for everyone — security. And in 2024, the brand was recognized by ComNews as the safest operator. But instead of simply announcing this, we set out to change how people perceive mobile communications by launching a large-scale “My Security” project, spanning TV, digital, outdoor, audio, influencer partnerships, PR, and our own platforms.
At its core were powerful and engaging stories: a documentary with true-crime blogger Sasha Sulim, an investigative report on the “gray” SIM card market, and a unique gaming initiative in Standoff 2 featuring a tournament and interactive training for young people. Messages and formats were tailored to diverse audiences: from gamers to seniors to millennials. So that everyone could feel protected.
Thanks to a hybrid media mix and the combined efforts of media outlets, influencers, and gaming platforms, beeline increased its share of voice to 48%. The brand not only achieved mass reach but also became a symbol of reliable protection. The security theme naturally extended into all our communications: from protecting customers against unexpected roaming charges, to staying connected with zero balance, to ensuring children’s safety with geolocation. In every situation, we showed that beeline stands for security.


Results:
The campaign was one of beeline’s most successful in recent years.
The “My Security” service has already been adopted by over one million subscribers, and the customer base grew by an impressive 1.9%, almost double the original target.
Perceptions of security also rose sharply: the view of beeline as an operator that truly protects its customers grew by 5.2 percentage points, while recognition of our security services increased by 8.3 points, even as competitors lost ground. As a result, beeline climbed from third to second place in trust on security among operators, and brand preference grew by 2.7 points.
Media goals were surpassed: the campaign reached over 96% of the adult audience and generated more than 6 billion impressions. It didn’t just strengthen beeline’s market position, it firmly linked the brand with reliable protection and innovation, elevating its social relevance.
Conclusion:
A comprehensive and socially meaningful approach allowed beeline to stand out in a saturated market, build a sustainable competitive advantage, and increase subscriber trust through real protection against modern threats.

Credits

Beeline:
1. Alexey Karev - Director of Product Marketing
2 Yana Chupina, Director of Media Planning Department
3. Semyon Lapshev, Director of Operational Marketing Department
4. Elena Beteleva Senior Manager of Marketing Communication Department
5. Marta Tomashkova Head of Creative&Design

RoRe Group (Agency):
1. Vyacheslav Evseev, Creative director
2. Natalia Ivanova, Strategic director
3. Alina Agafonova, Strategic Lead
4. Svetlana Ivanova, Media Group Head
5. Aleksandr Zaterchuk, Digital Group Head