Benefits of new corporate identity of Tele2 Kazakhstan


Tele2 Kazakhstan/McCANN Almaty

Рабочая группа

Tele2 Kazakhstan
Anton Serbin - CMO
Arina Gondareva - Senior MarCom Manager
Valentina Andreeva - MarCom Manager
Gulzhan Bekbaganbet - Leading MarCom Specialist

McCANN Almaty
Nikita Korotnev - Executive creative director
Andrey Antyukov - Creative group head
Alexander Savanin - Creative group head
Yuri Vorobiev - Planning group head
Natalia Knyazeva - Strategic planner
Tatiana Bashmachnikova - Group account director
Arailym Kudassova - Senior account manager
Polina Kholodnova - Senior producer


Tele2 has entered the Kazakh market over 10 years ago and due to its discounter strategy has managed to win over consumers’ love and became the second biggest telecommunication provider in the country.

However, by 2022 it has become difficult to sustain price-based competition, considering that the market offerings were becoming almost identical, while younger subscribers grew tired with Tele2 creative frame and brand characters. This audience demands very fast and consistent connection at a justified price, while also expects brands to understand them, to relate to their interests and to speak the same language.

To win its audience back and to retain Tele2 market position as the second telecomm operator in the country, in 2023 Tele2 launched new brand platform "Beneficially different" that drastically reframed the brand’s role, identity, characters, tone of voice, and style.

The style of the platform was contemplated as a superhero blockbuster with four main characters - Tele2’s “Guards of your interest”, a special unit that confronts “organized disbenefit” in mobile communication. The guards tackle supervillains who represent market unfairness and hidden limits, rescue subscribers and solve consumer problems by introducing them to innovative and value adding products of Tele2.

The new corporate style was based on comic books - recognizable at a first glance habitat of superheroes and was reflected in fonts, new vivid colours, iconography and typography and adopted for the main brand channels: digital, website, video and outdoor. The frame retained Tele2 unique features - simple and honest character, western look and feel, and introduced a spicier, more rebellious and humorous tone of voice that challenged category rules.

The superhero style with bright visuals allowed Tele2 comms to become the center of attention on monotonous city streets, which further emphasized the new brand slogan “Beneficially different” and scaled up Tele2 business performance.

After rebranding and new creative platform launch, Tele2 revenue broke stagnation and grew by 15% (July vs June ’23). In August 2023 Tele2 managed to maintain positive client growth despite that the operator’s tariffs have been increased in price by 13% since the beginning of the year.

The growing interest to Tele2 was especially visible during the first campaign with the new brand identity was on air from 26 to 31 weeks of 2023 (+4% of current client base). Current users have also increased loyalty to Tele2 which can be seen in the increased average monthly spending per user (+21%) and in the increased internet data usage (+4% Jul vs June ’23).