2 April 13:04
T2, a Russian mobile operator, offers customers of other operators to receive six months of communication as a gift when switching to its network.
In support of the offer, T2 launched a large-scale advertising campaign, which in an ironic way plays on subscribers’ fears of changing operators. The new video takes place at the altar.
Subscribers often perceive changing an operator as a serious step – “once and for life.” T2 suggests looking at it differently. In a new commercial, the operator played up the typical doubts of subscribers. The plot centers on a wedding ceremony: the “bride” hesitates at the altar, and is stopped by the familiar fear of the importance of the step. It seems to her that porting a number is long, difficult and can leave her without communication.
The company is in a hurry to dispel these myths and states that switching to T2 is easy, and the client remains in touch while the number is being transferred. The operator reinforces its confidence not only with words, but also with a specific offer: the new subscriber receives six months of communication as a gift. This makes the decision to switch even more obvious.
The advertising campaign is broadcast on federal television channels, outdoor advertising networks, online video services and other digital formats.
“The goal of the new advertising campaign is to remove the barrier of complexity when changing operators. Despite the apparent difficulties, this is a simple and straightforward process, without unnecessary steps and bureaucracy. To start the transfer, you don’t need to go anywhere, it requires a minimum of effort,” said T2 Marketing Director Egor Bormusov.
Composition of the creative team:
T2:
- Egor Bormusov – Marketing Director
- Daria Tarasova – Director of Brand Development and Marketing Communications T2
- Alexander Kornienko – creative director
- Maria Sagadeeva – Head of Marketing Communications
- Anastasia Solntseva – project manager for marketing communications
- Anna Shuvalova – senior marketing communications specialist
- McCann (Creative Agency)
- Park Production
Advertising. T2 MOBILE LLC. erid: 2VfnxwvbiWE
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