Urban Battle Павленко Елизавета
Task
Tele2 was struggling with improving its internet quality perception among young TA. Due to value for money positioning the quality of connection was perceived inferior, creating a barrier for switching to Tele2. In 2020, the pandemic came with the restrictions for public events. We saw an opportunity here and decided to change the game, to create a new format of competition for representatives of extreme street sports, empowered by Tele2 mobile internet, combining offline and online interactions
Ideas and solutions
COVID pandemic became a huge challenge for athletes around the world. All events, championships and street sport competitions were banned. Many riders lost their job and, and business lost dozens of communicational possibilities. Nevertheless, Tele2 had a need to prove to 16-25 y.o. users that it provides high quality 4G internet. And what could perform better, than a real live demonstration and authentic content? We turned to street culture for it’s one of the biggest trends in Russia and is associated with suburbs and hidden spots of every town (where 4g still works). That how we create Urban Battle — the first online 4G street sport event, where street riders explored the most far away roots of the cities, competing against each other and streaming their rides via 4G. The project took place at 8 cities. More than 170 athletes took part, creating the total of 41 teams. Riders were making and sharing unique content online, getting more and more views for themselves and for the brand account. Results of the campaign exceeded our expectations. - more than 1.1 million views of the project content in social media, with zero-budget spent on content creation - More than 1 700 000 views of final streaming along - About 30 000 votes people were giving to the teams online during the contest - total campaign reach about 18 million contacts - unprecedented level of ER in Instagram – 18. 71% (vs worldwide benchmark of 1.16%) - 62% of young audience of the project changed their perception of Tele2 for better after the campaign, and 32% stated that their perception of Tele2 4G quality had improved.
