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06.06.2005
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In May a new ad campaign for TELE2 telecommunication operator was launched
Strategy of the brand promotion, and also creative ideas of the two ads were developed by Lowe Adventa creative agency.
TELE2 Holding was founded in 1993 in Sweden. Now it is the large Pan-European alternative telecommunication operator, granting services of stationary and mobile telephony, data transmission and access to the Internet in 24 countries. Strategy of the company consists in granting of simple and cheap services at cost of telecommunication communication.
"TELE2 is a choice of the practical person who got used to dispose sensibly of the money, - Natalia Abbasova, Lowe Adventa account director, says, - While developing the campaign we took into consideration the strategy of the brand's price leadership, directed toward making mobile communication more accessible".
TELE2 tariffs are such low, that you will just wean to pay, - such is the creative concept of the ads, representing different tariffs.
Slogan of the campaign - "We shall disaccustom you to pay".
It is necessary to note, that 2004 became a year of record growth of the Russian market of cellular communication.
During the year the level of penetration into Russia became more than 50 %. This dynamics is provided with a proceeding growth of incomes per capita level and active expansion of cellular networks. TELE2 marketing policy is directed on user's base expansion and on positions' strengthening in the regional market of cellular communication.
The ad campaign going on regional TV channels in 11 cities of Russia.
Creative teamwork:
Creative director: A.Brener
Creative group chief: A.Gladkova
Copyrighter: M.Afanasieva
Art-director: O.Semenova
Account director: N.Abbasova
Account manager: A.Mihalchenko
Account executive: J.Grishina
Producer: A.Vasiliev
Production: Meduza Films
Producer: A.Dudin
Director: Michele Nocchi
Operator: Alessandro Feira Chios
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