To have an
advantage

Rostelecom/2017

Problem

To develop an advertising campaign promoting B2B model of «Rostelecom» for managers and owners of small and medium-sized businesses

Solution

We found out that entrepreneurs understand best the language of cost reduction and survival (35 points of Small Business Index) and instead of a feature set, they prefer to see specific benefits that accrue from brand services. That is why the creative idea is based on first person micro-stories.

The narrators featuring in documentary-style clips represent the most popular types of small businesses, such as cafés, restaurants, delivery service, and small stores. They apply a certain technology in real time and we witness benefits and new opportunities provided by B2B products of the company.

The campaign included a wide range of formats, such as OLV, OOH, POSM, SMM and Digital.

Results

+43,94%

New customer
engagement plan

+23%

Likeability of the brand

+26%

Index
«Consideration»

+31%

«Intention to connect»

The growth of attributes

+19%

«The brand is for me»

+26%

«It offers effective and
thoughtful decisions»

+28%

«It understands
my needs»

+22%

«Personal business approach»

+48%

Corporate customers of Rostelecom’s mono broadband internet access having to deal with communication addressed our contact center to create a package.

Trophies

«Strategy for development of B2B»/Bronze/2018
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