Description

Youth is a strategically important segment for beeline’s subscriber growth. Our goal was to speak to them from a relevant perspective. We chose gaming as a key territory of their interest. To introduce a non-gaming product (“Share Everything” service) in this space, we needed a truly strong insight — one that would capture and hold attention.
We decided to break the common stereotype that gaming has a negative impact on romantic relationships.
We brought together two incompatible worlds — esports and a love show. That’s how beeline’s “Love Cup” for Counter-Strike 2 came to life.
In addition to classic matches, we introduced special “Share Everything” matches. In which, couples together controlled the same character, sharing game time between themselves.
Just like beeline users share minutes and gigabytes with the “Share Everything” service. Those special matches vividly demonstrated to the audience the meaning behind beeline’s “Share Everything”service. And also allowed them to feel the product idea themselves.
Viewers also “shared everything”: their emotions in the Twitch chat and votes that shaped match results. We rewarded the most engaged ones, making the experience even more exciting.
To support the style of early 2000s love shows, we added a “confession room” and video profiles with love stories. We also created an opportunity for single viewers to find love by sending "SMS” or declaring their love confession.

Our hosts were popular Twitch streamers and a real-life couple — Olyashaa and Anton Palych.
We proved that gaming doesn’t get in the way of love — it can even bring people closer. Тhe project resonated so strongly that the audience demanded a second season. Now, we are thinking about making it happen.


Business Results
● Consideration of beeline as a mobile operator grew by +18 p.p. (from 42% to 60%) vs. +9p.p.*
● Consideration of beeline as an internet provider among youth grew by +21 p.p. (from 35% to 56%) vs. +12p.p.*
Marketing Results
● Growth of key image attributes:
○ “I trust this brand” +18 p.p. (from 20% to 38%) vs. +7p.p. *
○ “A brand for people like me” +15 p.p. (from 13% to 28%) vs. +5p.p. *

● Awareness of “Share Everything” grew by +32 p.p. among all subscribers and by +30 p.p. among beeline’s own subscribers.
Media & Tech Results
● Total reach: 8,204,094 (vs. benchmark of 7,000,000 — overdelivered)
● Total views: 530,397 (vs. benchmark of 147,000 — more than 3.5x overdelivered)

*Internal benchmarks based on beeline gaming special projects in 2023–2024

Credits

VimpelCom PJSC Team
Yana Chupina – Director of Media Planning Department
Denis Burtsev – Head of Media Planning Division
Irina Temnyuk – Senior Manager of Integrated Marketing Communications
Maxim Goikhman – Lead Manager for Product Development on Digital Platforms

RoRe Group Team
Ivan Shavrov – Managing Director of Brand Experience Practice
Olga Golubina – Head of Special Projects Development Group
Eva-Maria Kuzina – Client Services Manager
Anna Dyomina – Creative Director
Ksenia Sharapova – Senior Copywriter
Ilya Ilyaskin – Senior Art Director

Electronic Mushroom Team
Roman Panteleev – Account Team Lead, Account Manager
Georgy Volgin – EM Event Team Lead, Executive Producer
Sergey Dvoretsky – Broadcast Director