*prosto Максимов Алексей
Task
It was necessary to come up with a naming and develop a brand that would be understandable not only to the older target audience, but also to younger users, since it is young people who usually help their parents with the choice of a tariff or operator.
Ideas and solutions
Prosto (“simple/ just” in Russian) is a new mobile operator without a monthly fee, with a fixed cost per minute of conversation, SMS and Internet traffic. / Target audience / Men and women 45-70 with low and middle income, who are not ready to dive into tariff details and do not want to overpay for mobile communications. / Decision / We decided to base the new brand on the key RTB of the product - lightness and simplicity. It was important for us that the uniqueness to be declared already at the first contact with the brand - easy to connect, easy to start using, easy to pay only for what you use. So we came up with the “Prosto” naming and a modular communication system, which formed the basis of the corporate identity. “Just a mobile operator”, “Just talk”, “Just without a monthly fee”. The modular approach made it possible to integrate the brand's key message into both product and image communication and work out the consumer's insight on each of the media. We have chosen an asterisk (*, asterisk) as a sign. After all, the terms of the tariff plan are so simple that they do not require footnotes and clarifications, and our asterisk is only needed to emphasize this: 0,75 RUR/ per minute * * it's just profitable with us
