TV+ Launch
Клиент
Kazakhtelecom Retail Business Division
Рабочая группа
Kazakhtelecom, OWL media & Octopus
Rinat Jeksenov — Sales Managing Director; Retail Business Division
Maiya Ibrayeva — Director of the Department, Marketing Communications Department; Retail Business Division
Konstantin Sobol — Creative Producer
Stanislav Marakushin — Managing Director
Inna Yan — Client Service Director
Valentin Popov - Executive Producer
Malik Zenger - Director
Madiar Satybaldiyev - DoP
Dmitry Kolodin — Production Designer
Yekaterina Makhortova — Line Producer
Malena Yakubovskaya — Line Producer
Задача
CHALLENGE
Digital video streaming services are attracting more and more viewers. And this becomes a problem for a traditional TV.
SOLUTION
Kazakhtelecom launched TV+, a new generation digital platform that unites TV, movies and series with the interactive functionality that allows the viewer to independently control their broadcast.
IDEA
There are lots of great content, and you can control it! - two key factors of the new service that formed the basis of the advertising campaign, starting with the official presentation of TV+!
The brand's officials became the heroes of the presentational film; they talked about the new service from different places: Almaty TV tower, a studio set or a battle scene.
And the heroes of the advertising campaign were viewers who unexpectedly found themselves being a part of the content.
Communication channels with the highest number of impressions were involved: TV and outdoor advertising, OLV and banners, PR and SMM publications with the involvement of opinion leaders.
RESULTS
The total TRP on TV was 2938 points.
OOH placement allowed reaching up to 63% of the audience.
DIGITAL - more than 19 million views on various video hosting sites (logos) and 82% of the coverage of the Internet audience in Kazakhstan (15+).
PR & SMM - the total coverage through social media communities and bloggers counted to more than 1.8 million.