ABOUT

YOTA is a challenger brand on the Russian telecom market, the smallest of the federal providers. The market is owned by «The Big Four» – largest players with an aggregated market share of over 95%. Positions on the market hardly shifted in recent years: services penetration was close to 200% of Russian population and big brands had a very consistent media presence – telco was the most aggressively advertised category in the country. YOTA had to find ways to increase its subscriber base, even though the audience had already been divided between the competitors with much bigger budgets. YOTA was twice less known than the category leaders, so the only way to succeed was by achieving a significant increase in brand awareness – this was the main objective of the campaign.