Complex integrated
campaigns

Tele2 5G launch and a 2-year roll-out

Tele2 relaunch and rebranding

Ambrobene (Teva) 360 campaign with The Voice TV show integration and Boney M “Sunny” rights buyout

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Aceklagin integrated campaign + co-brand congress with Migrain

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Client: Tele2 Kazakhstan
Agency: McCann
Period: March 2023 – December 2024

BACKGROUND
Tele2, the second-largest telecom operator in Kazakhstan, was undergoing a major transformation — from a discounter to a value-for-money brand offering more than just a low price. At the same time, Tele2 was among the first operators in the country to obtain a 5G license. However, the market neither expected a discounter to lead in next-generation technology nor clearly understood the advantages of 5G.

OBJECTIVE
To launch 5G in Kazakhstan and use it as a catalyst to reposition Tele2 as a provider of high-quality, fast, and innovative mobile internet. We aimed to clearly explain the value of 5G to a mass audience, achieve leadership in 5G awareness, perception, and adoption, and shift overall perceptions of Tele2’s network quality and technological leadership — while driving tangible business growth.

SOLUTION
We developed a long-term, multi-layered communication strategy built around two principles: clarity and real experience.

1. First, we launched a 360° integrated campaign that clearly and simply explained the benefits of 5G to a mass audience.
2. Next, we enabled large-scale trial by giving people the opportunity to experience 5G firsthand through free access at major national events, supported by geo-targeted communication in 5G coverage areas, affordable 5G device offers, and high-impact cultural partnerships.
3. We then sustained momentum with always-on digital and OOH communication throughout the two-year rollout.
4. Finally, to maximize visibility and cultural relevance, we partnered with Marvel’s Deadpool and Wolverine in a locally produced video and cinema activations — the largest collaboration between a telecom brand and a Hollywood studio in Central Asia.

Launch TVC

Project case study

MY ROLE
I led the project end-to-end across strategy, creative development, and production. I acted as the key link between the client’s business and marketing objectives and agency execution, ensuring strategic coherence across all touchpoints. I was responsible for aligning teams, overseeing creative quality, managing timelines and budgets, and tracking performance against KPIs throughout the full lifecycle of the project.

RESULTS
The project delivered a substantial shift in both brand perception and business performance, establishing Tele2 as the undisputed 5G leader in Kazakhstan.
Key results:

• ARPU growth of +23%
• NPS increase of +11 p.p.
• 5G device penetration growth of +23 p.p.
• Market leadership in 5G awareness and perceived mobile internet quality

Client: Tele2 Kazakhstan
Agency: McCann
Period: Spring 2023

BACKGROUND
For many years, Tele2, the second-largest telecom operator in Kazakhstan, successfully grew as a discounter, building a large subscriber base around the promise of the lowest prices on the market. Over time, this strategy reached its growth limit. The next source of business growth lay in a more affluent and demanding audience that prioritised connection quality, service value, and product richness — an audience that associated low price with lower quality.
At the same time, Tele2 needed to preserve its strong position among price-sensitive customers who had chosen the brand precisely for its affordability. The challenge was compounded by intense competition and a stagnating telecom category with near-zero growth.

OBJECTIVE
The objective was to unlock new growth by shifting Tele2 from a pure discounter to a value-for-money brand — one that delivers the best balance of price and quality.
This meant achieving two goals simultaneously:

• Attracting a more demanding, higher-value audience by improving perceptions of network quality, product value, and innovation.
• Retaining the existing price-sensitive customer base by maintaining leadership in low-price perception.

Ultimately, the business goal was to accelerate revenue growth and increase ARPU without sacrificing scale.

SOLUTION
We introduced a new long-term brand platform, “Beneficially Different”, placing customer value at the core of everything Tele2 did — from products and pricing to communication and innovation.
The platform unified two seemingly opposite territories: the lowest prices and strong value for money. We built a distinctive creative framework around the Tele2 “Agents of Benefit” — brand characters fighting unfair market practices and helping customers avoid unnecessary spending. The new brand heroes, clear positioning, and a refreshed, carefully developed visual style played a key role in building brand awareness and trust, attracting a more modern audience, and reinforcing the perception of Tele2 as an innovative and technologically advanced brand.
This philosophy was consistently implemented across the business:

• Launch of genuinely beneficial products and tariff innovations designed to give customers more for the same money.
• Introduction of a large-scale, category-first loyalty program.
• Gradual and well-explained rollout of 5G, positioning it as a tangible quality upgrade rather than a premium add-on.
• A strong, coherent communication system across TV, digital, OOH, retail, and owned channels.

Project case study

MY ROLE
I owned the project across strategy, full rebranding, campaigns creative development, and assets delivery, including international execution with production across multiple countries. As the key point of contact for the client, I ensured the agency’s alignment with both business and marketing objectives while maintaining a high level of creative quality throughout the project.

RESULTS
The project marked a decisive step in Tele2’s brand and business evolution, translating a strategic repositioning into measurable market impact.
Key results:

• ARPU growth: +26%
• Subscriber base growth: +5 p.p.
• Revenue growth: +36%
• Strengthened leadership in “lowest price” perception
• Achieved leadership in value-for-money perception
• Market leadership in perceived connection quality and NPS

The project was also recognized by the industry, winning multiple Silver and Bronze awards at marketing effectiveness festivals, including Silver Mercury and E+ Central Asia.