To develop an advertising campaign promoting B2B model of «Rostelecom» for managers and owners of small and medium-sized businesses
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.
+23%Likeability of the brand
+31%«Intention to connect»
The growth of attributes
+19%«The brand is for me»
+26%«It offers effective and