«АнлимСити» от Билайна

Главное о кейсе

1. Beeline proved as a stylish brand for extraordinary and energetic people, and because of it more-thirds of festival audience got knowledge of the tariff plan ‘Unlim’.
2. Level of NPS after the activation increased by 8%, also customers’ attitude to Beeline became better on 22%.*
3. After visiting UnlimCity 37% of potential users would prefer to use the tariff plan ‘Unlim’ and Beeline. It is based on recruiting interviews.*
4. UnlimCity was the most interesting and frequented location on festivals after main stages (82% of interviewers mentioned this location).*
3. PR&Media Reach 221 985 193.
4. Offline reach — 237 844.
5. CPP offline — 290 rubles.

*Performance Evaluation Research, by Magram Market Research, October 2019.

Бизнес-задача и ее решение

Aim:

To provide new positioning of brand with the key-accent on the mobile internet of the tariff plan ‘Unlim’ and draw attention to the brand on the highly competitive mobile communication market both in online and offline.

Solution:

We should offer something new, native and attention getting. Our solution is a gamification phygital-platform.
In this case we developed gamification platform, which connected participants’ actions both in real time (festivals) and in digital (the website). This connection was real because of the overall plot, game mechanics, BTL activities, immersive and sport program, in-game money and prize fund.

Прочая информация о кейсе

UnlimCity — mobile capital of festivals. Here, in super modern city every person can change lifestyle and learn how to use opportunities of unlimited mobile internet to maximum.

Скриншоты

Видео