Date: 6 months ago   Category: Business climate

MegaFon has presented new positioning


MegaFon has presented the new positioning designed to demonstrate transformation of the company from telecom operator to the operator of new opportunities. Changes will affect all advertizing communications of the operator with clients in all canals, it is said in the statement of the operator. The company has noted that updating of positioning became the logical response to the accepted strategy. The new promise of a brand will allow to inform quicker and more precisely clients of an essence of the changes happening in the company. "In May of this year MegaFon has presented new strategy which is based on our new mission — "We Connect Opportunities"" — Vlad Wolfson, the commercial director of MegaFon has said. He has noted that the telecom operator has begun large-scale transformation in which center — the "digital" client. "A new innovative tariff ruler "Join!, created taking into account the real interests of clients, – the first link of future changes in our product portfolio" — Vlad Wolfson has emphasized. Real needs of "digital clients" — owners of smartphones which consciously and regularly use the mobile Internet are the cornerstone of activity of MegaFon, the director of strategic marketing of MegaFon Svyatoslav Gorban has noted. "For detection of these requirements the company uses modern tools, such as "analysis of big data" and machine learning in the systems of customer service" — he has told. Changes will affect not only contents, but also visual identity of a brand which will become brighter and will be filled with new sense. The Interbrand agency, well-known on correction of a visual image of such brands as AT&T, T-Mobile, football club Juventus, FedEx, Jio has been attracted to realization of a creative part of new positioning. "We want to inspire the clients to open and use all chance which their life gives them. Because everything in this life begins with the person - his desires, the ideas and plans. Music, sport, love, the idea, career, success, business — the prime cause to all ourselves. Our new slogan "Megafon. Begins with you" very precisely reflects change of our philosophy and our approach to creation of the operator of opportunities" — the director of a brand and marketing communications of MegaFon Snezhana Chernogortseva has emphasized. The new communication campaign started on September 12. The premiere of a roller, where in a leading role the popular performer Yolka with the assistance of the performer of Burito has acted, was already held on the official presentation of new positioning of the company. "We want to make new communication not only bright, informing of all messages, but also the most recognizable — the creative director of the Instinct agency Alexey Meshkov has noted. — Performance of this task is perfectly promoted by the updated corporate style. Among other things, we began to use actively a musical format — in two last advertizing campaigns ("Mega-a-a-a-bayty" and "A gift by new academic year") the musical compositions written especially for MegaFon are already used. We see that such approach raises at

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