The market is invaded by generation Z – young people who hate when they are told what to do, what to like and how to do something. Old world and its rules are not for them, they don’t want a «career ladder», they don’t want to wait – they’d rather be successful here and now. They are sure that they are special, that their interests matter and that they have potential. And they are also very mobile: a smartphone for them is not only about access – it’s the main place where they consume information and generate content. They live in the «post-selfie» world and dream of getting their first billion in the Internet: they only need a gadget and unlimited Internet.м Beeline has decided to involve this audience but they cannot be reached by standard ways: they don’t care for traditional, even if it’s original, advertising. Instead of investing into media channels we created our own media ecosystem #mozhnovse – a data plan with unlimited options and a real communications platform.
The brand said right away: do what you like, and success will follow! Season 1: every day users uploaded videos where they did whatever they wanted with a hashtag #mozhnovse. Every day authors of 100 best posts got a gift from the brand: money to their phone’s account. They were also evaluated by top bloggers every week at a #можновсе show on YouTube, and best of the best went on to battle for fame on a reality show on the U channel. The season was so successful that the brand continued the project, launching «Midseason» – the first ever Russian-Internet talk show in web-punk style. Presenters Eldar Dzharahov and Nastya Ivleeva talked with the most hype teenage idols: vloggers, instagrammers, streamers, beauty bloggers. Guests – Nikolay Sobolev, Maryana Ro, Yan Go, Natasha Bersik and other talked about the trends, shared personal stories, answered viewer questions and advised on how to create and promote channels. All shows were built in the web-punk style: studio, video animation, font and even ad insertions from the brand. Every episode ended in a musical show by super Pasha, the winner of the first season where the guests were such stars like Kravz, Feduk, Meyti and others.
400 000 000
9 000 000
17 733 326
80 000#MOZHNOVSE HASHTAGS
54% of target audience have learned about the data plan from the project
Attitude towards the brand improved among 53% of the audience
Generation Z has accepted the challenge and gladly participating in the campaign, which resulted in twice as big brand awareness indicator. TA is interested in the product and is moving onto a new data plan