Communication strategy with record growth of new subscribers.

Ukrtelecom is the largest Internet provider in Ukraine, which expands coverage to the most remote corners of the country. To create a new brand strategy, we conducted focus groups, analyzed current socio-cultural trends and formulated detailed portraits of the audience.

They became the basis for the communication strategy.
The Internet has become something basic and understandable for every person. We decided to show people. that with the Internet you can become whoever you want to be.

This is how the key message “Anyone can be” was born. The main idea of communication is the opportunities, skills and professions that are open to people due to access to the Internet.

We delivered the idea through a series of commercials about a queen, an inventor and a fitness trainer. Video heroes
– ordinary people who decided to become bloggers. They, as always, conduct a live broadcast, share their hobbies and skills, when suddenly something does not go according to plan.

During the year, the campaign was revealed through personalization. Depending on who we address the message to, we change by supplementing our message with a rational and understandable RTB – a price, a promotion, or another offer.

We also provided comprehensive creative
brand support for all communication campaigns