ACTIV ALWAYS WITH YOU AT ANY MOMENT
Клиент
Kcell
Рабочая группа
Activ, ROI Group & Anykey
Ulzhalgas Chymyrbayeva— Marketing Communication Manager
Ilnura Kashafutdinova — Brand Communication Expert
Saltanat Tulendinova — Marketing Communication Expert
Yekaterina Yem— Brand Communication Expert
Alexandra Kan — Brand Communication Specialist
Daniyar Shamiyev— General Director
Anna Timofeyeva — Сlient Service Director
Yelena Andreyeva— Account Manager
Ilya Timofeyev — Creative Director
Alyona Timofeyeva — Head of Art
Dariya Osennikova — Art Director
Ilya Timofeyev — Copywriter
Andrey Rasputin — Executive Producer
Vladimir Petrov — Line Producer
Malik Zenger — Director
Maria Roschina— 1st AD
Madiyar Satybaldiev — DoP
Задача
CHALLENGE
Anually mobile operators are in the TOP 10 biggest advertisers in Kazakhstan.
Over the past couple of years Activ has switched it's focus in communication mostly to promotion of smartphones provided by vendors, whose co-branding requirements severely limited Activ in building its strong image. This has much blurred the image perception of the Brand.
SOLUTION
Emotions – clear, pure, valuable for each human – that what the brand was in need.
IDEA
Humans are social by their nature, communication is vital. Despite all the progress advances, it is still important for people to hear and see each other. This insight based the idea of the image campaign.
Communication channels with the reach potential were used: TV and outdoor advertising, OLV and banners, PR and SMM publications with the opinion leaders’ involvement.
RESULTS
TV — 56% of audience reach, with summed up TRP in 2178 points.
OOH — 89% of audience reach.
Digital — OLV – more than 12,5 mln views on different video hostings.
Reach more than 6,8 mln via banners, summed up reach - 9,7 mln unique viewers and 67% of Internet audience of Kazakhstan (15+).
Seeding in publics and bloggers’ support gained high reach results in PR&SMM.