Description

beeline’s “My Safety” service notifies users of suspicious calls and blocks them — even within messaging apps. While the service targets a wide audience, one of beeline’s long-term priorities is to expand its share among younger subscribers.
We chose gaming as our platform. And our goal was to find an insight that would let us natively introduce a non-gaming product, while reinforcing beeline’s image as a safe and trustworthy operator and building overall brand trust.
It was important for us to create content that was both entertaining and educational.
beeline introduced the “My Safety” service to a younger audience through a “Scam-off” tournament in one of the most scammed games — Standoff 2. During the tournament itself, we pretended to be scammers and posted messages in the tournament live chat to test viewers’ awareness.
The campaign had two key stages:
1. Learning to recognize scams.
We launched an educational landing page that taught gamers how to identify scams in cyberspace.
2. Tournament livestream — putting the knowledge to the test.
During the stream, we posted typical scam messages in the chat that included a special link. Anyone who clicked it received a warning from beeline, reminding them not to fall for such traps — the link could have been a real scam. The message led to our landing page, which also included information about the “My Safety” service, so people could learn more on beeline’s product page.
As a result, the brand achieved a 6pp increase in the attribute “Provides safety services” (18% vs. 12%) and a 7pp lift in “Brand trust” (22% vs. 15%).

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