Couch analytics #263. Virtual Bruce Willis and Danya Milokhin - how the advertising of operators is changing

Quite imperceptibly, operators began to look for new ways to reach the audience, the change in approach looks like a radical rethinking of previous decades. If you look at the list of the largest advertisers in the Russian market, then telecom operators will always be in the top twenty, in some years they take places in the top five. The key task of operators at the very beginning was to attract people to their services, but today there is no need to explain why mobile communications are important. We all use communications, the penetration of SIM-cards in Russia has exceeded 200%, it turns out that on average there are two SIM-cards per person, and this is even counting babies! The market has matured, and advertising approaches had to change, which happened.

A good analogy is mining. A rich deposit allows you to extract the necessary minerals or ore with minimal effort, a certain percentage of minerals is sent to the dumps, but this does not matter. Over time, when the main rock is depleted, dumps are again paid attention to, technologies appear that allow them to be effectively worked with. And the efficiency of production is growing again, and with less effort, since the rock has already been extracted from the bowels of the earth.

Something similar is happening in the mobile communications market, we have become more mature and already know exactly what we need from the operator, what indicators come to the fore. This is not only the price of the product, but also the features of tariff plans, individual options that may not be of interest to everyone, but are important specifically for us. At the same time, operators cannot promote all options to a wide audience, they must always offer a universal solution, and it may lose advantages for a particular group of people. Therefore, the search for a new language in which to speak with the audience was ongoing. In my opinion, the MegaFon marketing team has found an interesting approach to the advertising market and offers a different reading of eternal truths.

MegaFon, as before, offers advertising targeted at everyone without exception, using such channels as television, outdoor advertising, and the Internet. At first glance, everything is unchanged, since this is a familiar way of communicating with the audience, which has not undergone much evolution over the past years. A simple and understandable way to reach everyone without exception.

In the summer of 2021, MegaFon will launch a series of commercials, which can be called a mini-series, with the participation of Bruce Willis and Azamat Musagaliev, a comedian and TV presenter from Russia.

The idea is to create a kind of feature film, funny situations in which the heroes of Bruce and Azamat will get out with the help of services from MegaFon. The director was Ilya Naishuller, his films "Hardcore" and "Nobody" have become a kind of calling card for this kind of cinema, they look fresh against the backdrop of many similar works.

Reality and prospects of the IT professions market

What professions are the most popular and highly paid?

Review of the smartphone Samsung Galaxy A22s 5G (SM A226B/DSN)

A niche smartphone with 5G support for minimal money - it's not even on the Samsung website, but it's sold in Russia. Compare with Galaxy A22 - is it worth the money?

Kia Picanto test. The last of the city cars

Somehow imperceptibly, almost all compact city cars left Russia, which replaced compact class sedans and liftbacks like Hyundai Solaris and Skoda Rapid. There are always two real city cars left on our market, this is the hero of our material Kia Picanto and Chevrolet Spark, along with its counterpart under the Ravon brand.

TCL TW30 MoveAudio S600 TWS headphones review

Any decent smartphone manufacturer is bound to offer their own TWS headset with them. So TCL introduced in December on the Russian market not only a flagship smartphone, but also a flagship headset. Let's see what happened ...

The interesting thing about the MegaFon advertisement is that Bruce Willis did not directly star in it, his digitized double is used. With the permission and blessing of Bruce Willis himself. The Russian company Deepcake used AI algorithms to create a doppelgänger of an actor. More than 34,000 photos and videos were run through the system, and they used content from the times of the first Die Hard and The Fifth Element. Young Bruce Willis solves puzzles with ease, most viewers are wondering how he has been able to look so younger in recent years, it does not come to mind that this is a computer generated image.

Gamification has become a part of our lives, and MegaFon advertising is no exception. In an easy, playful manner, they are trying to convey to the widest audience the advantages of tariff plans, their key features. A famous actor is here as a bait to attract attention, everyone and everything knows about the communication service, you need to entertain the audience and show something new. This is a winning format, as the advertisement does not just show the service as such, but also tries to entertain. Think of the Super Bowl ads, the Pepsi-Coca-Cola marketing battle that gave the world a lot of gaming videos. The time when it was possible and necessary to advertise the services of an operator exclusively in the forehead has passed. We need an emotion that can be obtained only by attracting images that are already familiar to the audience and are not directly connected with the operator in any way.

This is where we enter the territory where the operator needs to work with relatively small groups, move away from mass advertising aimed at everyone, and use advertising for small communities. For companies that operate with tens of millions of subscribers, this looks like firing a cannon at sparrows. In fact, everything is exactly the opposite, since the effectiveness of massive advertising, which is universal, is quite low. At the same time, advertising and promotion aimed at relatively small groups of potential users are successful.

As an example from MegaFon, we can consider the tariff plan “Without overpayments. Internet DreamTeamHouse”. This is a modification of the “No overpayments” tariff, popular bloggers from Dream Team House participate in the promotion - Danya Milokhin, Anya Pokrov, Artur Babich.

This approach is not the usual advertising, but rather a collaboration that has been so popular with the youth audience in recent years. As part of the tariff, it is proposed not only to use the services of MegaFon, but to reach out to the stars, to get the potential opportunity to communicate with them. So, they can send questions to a dedicated number, and those who ask the best of them will be able to connect to the conversation online. Do you want bloggers to follow you on social networks? Spend more traffic than others within your tariff (the tariff includes only 20 GB, so this is also beneficial for the operator). For young people, this is a very interesting offer, they will be able to brag: “Danya Milokhin signed me on Instagram, look.” Another option is to get into the blog of one of the Dream Team House members.

I often heard about this tariff plan saying that this is flirting with young people and it will not give hundreds of thousands of connections, which means that it is unprofitable for the operator. The truth here is that no one planned hundreds of connections, since this is work for a fairly narrow audience. And even from the point of view of mathematics, everything is very simple here, this is one tariff with quite understandable characteristics. In the “No Overpayments” line, you can choose other tariffs, many of them will be Original Home And Brand New Iph Earpiece And Chargers more affordable.

The market is dominated by a stereotype of perception that operators should, no, are simply obliged to create advertising for the widest possible audience and hit the squares. The approach is from the past, and it is dictated by "common sense". An example of the same MegaFon is a combination of different approaches that allows you to effectively use both the usual advertising tools and work with narrow audiences, in which you can act in a completely different way. And such approaches do not contradict each other, but perfectly complement and reveal the task that the operator faces.

It is clear that to some extent playing with new, small audiences is an experiment. It is valuable because the novelty of the experiment is bearing fruit. This is an addition to how the operator talks to the audience, how he promotes his services, creating an emotional connection to the brand.

Any advertising communication is a conversation with the consumer that the brand leads. Sometimes such a conversation looks like a concert of a pop star in a huge stadium, and sometimes it can be a heart-to-heart conversation in a small kitchen. The same MegaFon is striving for the second today in order to have in its arsenal various means for communicating both with existing subscribers and with those who can become them.

The size of the operator in theory does not imply the possibility of such a point, narrow communication. But let's imagine for a moment that in the future it will be possible to create images on the fly. For example, you choose what you want to say to your potential clients, AI algorithms take images of famous people with whom you have agreed on their participation in communications, albeit virtual. It turns out that the conversation on the same Internet will become more personal, you will see ads created for you. It seems fantastic, but if we consider advertising as a product and as an idea, then the market is evolving in this direction. And the example of how MegaFon explores these opportunities only proves this thesis. A big company does not mean at all that communications must be the same, aimed at everyone, they can and will become personal. It is also worth remembering about personal offers within the framework of tariff plans, this is the other side of the same coin. The world is becoming personalized, and those at the forefront of change are already feeling it to the fullest.

Couch analytics #262. The collapse of the Turkish lira as an example of what will happen on the world market

On the example of Turkey, we consider how electronics markets in other countries will fall in 2022-2023.

Couch analytics #263. Virtual Bruce Willis and Danya Milokhin - how the advertising of operators is changing

Quite imperceptibly, operators began to look for new ways to reach the audience, the change in approach looks like a radical rethinking of previous decades. If you look at the list of the largest advertisers in the Russian market, then telecom operators will always be in the top twenty, in some years they take places in the top five. The key task of operators at the very beginning was to attract people to their services, but today there is no need to explain why mobile communications are important. We all use communications, the penetration of SIM-cards in Russia has exceeded 200%, it turns out that on average there are two SIM-cards per person, and this is even counting babies! The market has matured, and advertising approaches had to change, which happened.

A good analogy is mining. A rich deposit allows you to extract the necessary minerals or ore with minimal effort, a certain percentage of minerals is sent to the dumps, but this does not matter. Over time, when the main rock is depleted, dumps are again paid attention to, technologies appear that allow them to be effectively worked with. And the efficiency of production is growing again, and with less effort, since the rock has already been extracted from the bowels of the earth.

Something similar is happening in the mobile communications market, we have become more mature and already know exactly what we need from the operator, what indicators come to the fore. This is not only the price of the product, but also the features of tariff plans, individual options that may not be of interest to everyone, but are important specifically for us. At the same time, operators cannot promote all options to a wide audience, they must always offer a universal solution, and it may lose advantages for a particular group of people. Therefore, the search for a new language in which to speak with the audience was ongoing. In my opinion, the MegaFon marketing team has found an interesting approach to the advertising market and offers a different reading of eternal truths.

MegaFon, as before, offers advertising targeted at everyone without exception, using such channels as television, outdoor advertising, and the Internet. At first glance, everything is unchanged, since this is a familiar way of communicating with the audience, which has not undergone much evolution over the past years. A simple and understandable way to reach everyone without exception.

In the summer of 2021, MegaFon will launch a series of commercials, which can be called a mini-series, with the participation of Bruce Willis and Azamat Musagaliev, a comedian and TV presenter from Russia.

The idea is to create a kind of feature film, funny situations in which the heroes of Bruce and Azamat will get out with the help of services from MegaFon. The director was Ilya Naishuller, his films "Hardcore" and "Nobody" have become a kind of calling card for this kind of cinema, they look fresh against the backdrop of many similar works.

Reality and prospects of the IT professions market

What professions are the most popular and highly paid?

Review of the smartphone Samsung Galaxy A22s 5G (SM A226B/DSN)

A niche smartphone with 5G support for minimal money - it's not even on the Samsung website, but it's sold in Russia. Compare with Galaxy A22 - is it worth the money?

Kia Picanto test. The last of the city cars

Somehow imperceptibly, almost all compact city cars left Russia, which replaced compact class sedans and liftbacks like Hyundai Solaris and Skoda Rapid. There are always two real city cars left on our market, this is the hero of our material Kia Picanto and Chevrolet Spark, along with its counterpart under the Ravon brand.

TCL TW30 MoveAudio S600 TWS headphones review

Any decent smartphone manufacturer is bound to offer their own TWS headset with them. So TCL introduced in December on the Russian market not only a flagship smartphone, but also a flagship headset. Let's see what happened ...

The interesting thing about the MegaFon advertisement is that Bruce Willis did not directly star in it, his digitized double is used. With the permission and blessing of Bruce Willis himself. The Russian company Deepcake used AI algorithms to create a doppelgänger of an actor. More than 34,000 photos and videos were run through the system, and they used content from the times of the first Die Hard and The Fifth Element. Young Bruce Willis solves puzzles with ease, most viewers are wondering how he has been able to look so younger in recent years, it does not come to mind that this is a computer generated image.

Gamification has become a part of our lives, and MegaFon advertising is no exception. In an easy, playful manner, they are trying to convey to the widest audience the advantages of tariff plans, their key features. A famous actor is here as a bait to attract attention, everyone and everything knows about the communication service, you need to entertain the audience and show something new. This is a winning format, as the advertisement does not just show the service as such, but also tries to entertain. Think of the Super Bowl ads, the Pepsi-Coca-Cola marketing battle that gave the world a lot of gaming videos. The time when it was possible and necessary to advertise the services of an operator exclusively in the forehead has passed. We need an emotion that can be obtained only by attracting images that are already familiar to the audience and are not directly connected with the operator in any way.

This is where we enter the territory where the operator needs to work with relatively small groups, move away from mass advertising aimed at everyone, and use advertising for small communities. For companies that operate with tens of millions of subscribers, this looks like firing a cannon at sparrows. In fact, everything is exactly the opposite, since the effectiveness of massive advertising, which is universal, is quite low. At the same time, advertising and promotion aimed at relatively small groups of potential users are successful.

As an example from MegaFon, we can consider the tariff plan “Without overpayments. Internet DreamTeamHouse”. This is a modification of the “No overpayments” tariff, popular bloggers from Dream Team House participate in the promotion - Danya Milokhin, Anya Pokrov, Artur Babich.

This approach is not the usual advertising, but rather a collaboration that has been so popular with the youth audience in recent years. As part of the tariff, it is proposed not only to use the services of MegaFon, but to reach out to the stars, to get the potential opportunity to communicate with them. So, they can send questions to a dedicated number, and those who ask the best of them will be able to connect to the conversation online. Do you want bloggers to follow you on social networks? Spend more traffic than others within your tariff (the tariff includes only 20 GB, so this is also beneficial for the operator). For young people, this is a very interesting offer, they will be able to brag: “Danya Milokhin signed me on Instagram, look.” Another option is to get into the blog of one of the Dream Team House members.

I often heard about this tariff plan saying that this is flirting with young people and it will not give hundreds of thousands of connections, which means that it is unprofitable for the operator. The truth here is that no one planned hundreds of connections, since this is work for a fairly narrow audience. And even from the point of view of mathematics, everything is very simple here, this is one tariff with quite understandable characteristics. In the “No Overpayments” line, you can choose other tariffs, many of them will be Original Home And Brand New Iph Earpiece And Chargers more affordable.

The market is dominated by a stereotype of perception that operators should, no, are simply obliged to create advertising for the widest possible audience and hit the squares. The approach is from the past, and it is dictated by "common sense". An example of the same MegaFon is a combination of different approaches that allows you to effectively use both the usual advertising tools and work with narrow audiences, in which you can act in a completely different way. And such approaches do not contradict each other, but perfectly complement and reveal the task that the operator faces.

It is clear that to some extent playing with new, small audiences is an experiment. It is valuable because the novelty of the experiment is bearing fruit. This is an addition to how the operator talks to the audience, how he promotes his services, creating an emotional connection to the brand.

Any advertising communication is a conversation with the consumer that the brand leads. Sometimes such a conversation looks like a concert of a pop star in a huge stadium, and sometimes it can be a heart-to-heart conversation in a small kitchen. The same MegaFon is striving for the second today in order to have in its arsenal various means for communicating both with existing subscribers and with those who can become them.

The size of the operator in theory does not imply the possibility of such a point, narrow communication. But let's imagine for a moment that in the future it will be possible to create images on the fly. For example, you choose what you want to say to your potential clients, AI algorithms take images of famous people with whom you have agreed on their participation in communications, albeit virtual. It turns out that the conversation on the same Internet will become more personal, you will see ads created for you. It seems fantastic, but if we consider advertising as a product and as an idea, then the market is evolving in this direction. And the example of how MegaFon explores these opportunities only proves this thesis. A big company does not mean at all that communications must be the same, aimed at everyone, they can and will become personal. It is also worth remembering about personal offers within the framework of tariff plans, this is the other side of the same coin. The world is becoming personalized, and those at the forefront of change are already feeling it to the fullest.

Couch analytics #262. The collapse of the Turkish lira as an example of what will happen on the world market

On the example of Turkey, we consider how electronics markets in other countries will fall in 2022-2023.

Couch analytics #263. Virtual Bruce Willis and Danya Milokhin - how the advertising of operators is changing

Quite imperceptibly, operators began to look for new ways to reach the audience, the change in approach looks like a radical rethinking of previous decades. If you look at the list of the largest advertisers in the Russian market, then telecom operators will always be in the top twenty, in some years they take places in the top five. The key task of operators at the very beginning was to attract people to their services, but today there is no need to explain why mobile communications are important. We all use communications, the penetration of SIM-cards in Russia has exceeded 200%, it turns out that on average there are two SIM-cards per person, and this is even counting babies! The market has matured, and advertising approaches had to change, which happened.

A good analogy is mining. A rich deposit allows you to extract the necessary minerals or ore with minimal effort, a certain percentage of minerals is sent to the dumps, but this does not matter. Over time, when the main rock is depleted, dumps are again paid attention to, technologies appear that allow them to be effectively worked with. And the efficiency of production is growing again, and with less effort, since the rock has already been extracted from the bowels of the earth.

Something similar is happening in the mobile communications market, we have become more mature and already know exactly what we need from the operator, what indicators come to the fore. This is not only the price of the product, but also the features of tariff plans, individual options that may not be of interest to everyone, but are important specifically for us. At the same time, operators cannot promote all options to a wide audience, they must always offer a universal solution, and it may lose advantages for a particular group of people. Therefore, the search for a new language in which to speak with the audience was ongoing. In my opinion, the MegaFon marketing team has found an interesting approach to the advertising market and offers a different reading of eternal truths.

MegaFon, as before, offers advertising targeted at everyone without exception, using such channels as television, outdoor advertising, and the Internet. At first glance, everything is unchanged, since this is a familiar way of communicating with the audience, which has not undergone much evolution over the past years. A simple and understandable way to reach everyone without exception.

In the summer of 2021, MegaFon will launch a series of commercials, which can be called a mini-series, with the participation of Bruce Willis and Azamat Musagaliev, a comedian and TV presenter from Russia.

The idea is to create a kind of feature film, funny situations in which the heroes of Bruce and Azamat will get out with the help of services from MegaFon. The director was Ilya Naishuller, his films "Hardcore" and "Nobody" have become a kind of calling card for this kind of cinema, they look fresh against the backdrop of many similar works.

Reality and prospects of the IT professions market

What professions are the most popular and highly paid?

Review of the smartphone Samsung Galaxy A22s 5G (SM A226B/DSN)

A niche smartphone with 5G support for minimal money - it's not even on the Samsung website, but it's sold in Russia. Compare with Galaxy A22 - is it worth the money?

Kia Picanto test. The last of the city cars

Somehow imperceptibly, almost all compact city cars left Russia, which replaced compact class sedans and liftbacks like Hyundai Solaris and Skoda Rapid. There are always two real city cars left on our market, this is the hero of our material Kia Picanto and Chevrolet Spark, along with its counterpart under the Ravon brand.

TCL TW30 MoveAudio S600 TWS headphones review

Any decent smartphone manufacturer is bound to offer their own TWS headset with them. So TCL introduced in December on the Russian market not only a flagship smartphone, but also a flagship headset. Let's see what happened ...

The interesting thing about the MegaFon advertisement is that Bruce Willis did not directly star in it, his digitized double is used. With the permission and blessing of Bruce Willis himself. The Russian company Deepcake used AI algorithms to create a doppelgänger of an actor. More than 34,000 photos and videos were run through the system, and they used content from the times of the first Die Hard and The Fifth Element. Young Bruce Willis solves puzzles with ease, most viewers are wondering how he has been able to look so younger in recent years, it does not come to mind that this is a computer generated image.

Gamification has become a part of our lives, and MegaFon advertising is no exception. In an easy, playful manner, they are trying to convey to the widest audience the advantages of tariff plans, their key features. A famous actor is here as a bait to attract attention, everyone and everything knows about the communication service, you need to entertain the audience and show something new. This is a winning format, as the advertisement does not just show the service as such, but also tries to entertain. Think of the Super Bowl ads, the Pepsi-Coca-Cola marketing battle that gave the world a lot of gaming videos. The time when it was possible and necessary to advertise the services of an operator exclusively in the forehead has passed. We need an emotion that can be obtained only by attracting images that are already familiar to the audience and are not directly connected with the operator in any way.

This is where we enter the territory where the operator needs to work with relatively small groups, move away from mass advertising aimed at everyone, and use advertising for small communities. For companies that operate with tens of millions of subscribers, this looks like firing a cannon at sparrows. In fact, everything is exactly the opposite, since the effectiveness of massive advertising, which is universal, is quite low. At the same time, advertising and promotion aimed at relatively small groups of potential users are successful.

As an example from MegaFon, we can consider the tariff plan “Without overpayments. Internet DreamTeamHouse”. This is a modification of the “No overpayments” tariff, popular bloggers from Dream Team House participate in the promotion - Danya Milokhin, Anya Pokrov, Artur Babich.

This approach is not the usual advertising, but rather a collaboration that has been so popular with the youth audience in recent years. As part of the tariff, it is proposed not only to use the services of MegaFon, but to reach out to the stars, to get the potential opportunity to communicate with them. So, they can send questions to a dedicated number, and those who ask the best of them will be able to connect to the conversation online. Do you want bloggers to follow you on social networks? Spend more traffic than others within your tariff (the tariff includes only 20 GB, so this is also beneficial for the operator). For young people, this is a very interesting offer, they will be able to brag: “Danya Milokhin signed me on Instagram, look.” Another option is to get into the blog of one of the Dream Team House members.

I often heard about this tariff plan saying that this is flirting with young people and it will not give hundreds of thousands of connections, which means that it is unprofitable for the operator. The truth here is that no one planned hundreds of connections, since this is work for a fairly narrow audience. And even from the point of view of mathematics, everything is very simple here, this is one tariff with quite understandable characteristics. In the “No Overpayments” line, you can choose other tariffs, many of them will be Original Home And Brand New Iph Earpiece And Chargers more affordable.

The market is dominated by a stereotype of perception that operators should, no, are simply obliged to create advertising for the widest possible audience and hit the squares. The approach is from the past, and it is dictated by "common sense". An example of the same MegaFon is a combination of different approaches that allows you to effectively use both the usual advertising tools and work with narrow audiences, in which you can act in a completely different way. And such approaches do not contradict each other, but perfectly complement and reveal the task that the operator faces.

It is clear that to some extent playing with new, small audiences is an experiment. It is valuable because the novelty of the experiment is bearing fruit. This is an addition to how the operator talks to the audience, how he promotes his services, creating an emotional connection to the brand.

Any advertising communication is a conversation with the consumer that the brand leads. Sometimes such a conversation looks like a concert of a pop star in a huge stadium, and sometimes it can be a heart-to-heart conversation in a small kitchen. The same MegaFon is striving for the second today in order to have in its arsenal various means for communicating both with existing subscribers and with those who can become them.

The size of the operator in theory does not imply the possibility of such a point, narrow communication. But let's imagine for a moment that in the future it will be possible to create images on the fly. For example, you choose what you want to say to your potential clients, AI algorithms take images of famous people with whom you have agreed on their participation in communications, albeit virtual. It turns out that the conversation on the same Internet will become more personal, you will see ads created for you. It seems fantastic, but if we consider advertising as a product and as an idea, then the market is evolving in this direction. And the example of how MegaFon explores these opportunities only proves this thesis. A big company does not mean at all that communications must be the same, aimed at everyone, they can and will become personal. It is also worth remembering about personal offers within the framework of tariff plans, this is the other side of the same coin. The world is becoming personalized, and those at the forefront of change are already feeling it to the fullest.

Couch analytics #262. The collapse of the Turkish lira as an example of what will happen on the world market

Using the example of Turkey, we consider how electronics markets in other countries will fall in 2022-2023.

Couch analytics #263. Virtual Bruce Willis and Danya Milokhin - how the advertising of operators is changing

Quite imperceptibly, operators began to look for new ways to reach the audience, the change in approach looks like a radical rethinking of previous decades. If you look at the list of the largest advertisers in the Russian market, then telecom operators will always be in the top twenty, in some years they take places in the top five. The key task of operators at the very beginning was to attract people to their services, but today there is no need to explain why mobile communications are important. We all use communications, the penetration of SIM-cards in Russia has exceeded 200%, it turns out that on average there are two SIM-cards per person, and this is even counting babies! The market has matured, and advertising approaches had to change, which happened.

A good analogy is mining. A rich deposit allows you to extract the necessary minerals or ore with minimal effort, a certain percentage of minerals is sent to the dumps, but this does not matter. Over time, when the main rock is depleted, dumps are again paid attention to, technologies appear that allow them to be effectively worked with. And the efficiency of production is growing again, and with less effort, since the rock has already been extracted from the bowels of the earth.

Something similar is happening in the mobile communications market, we have become more mature and already know exactly what we need from the operator, what indicators come to the fore. This is not only the price of the product, but also the features of tariff plans, individual options that may not be of interest to everyone, but are important specifically for us. At the same time, operators cannot promote all options to a wide audience, they must always offer a universal solution, and it may lose advantages for a particular group of people. Therefore, the search for a new language in which to speak with the audience was ongoing. In my opinion, the MegaFon marketing team has found an interesting approach to the advertising market and offers a different reading of eternal truths.

MegaFon, as before, offers advertising targeted at everyone without exception, using such channels as television, outdoor advertising, and the Internet. At first glance, everything is unchanged, since this is a familiar way of communicating with the audience, which has not undergone much evolution over the past years. A simple and understandable way to reach everyone without exception.

In the summer of 2021, MegaFon will launch a series of commercials, which can be called a mini-series, with the participation of Bruce Willis and Azamat Musagaliev, a comedian and TV presenter from Russia.

The idea is to create a kind of feature film, funny situations in which the heroes of Bruce and Azamat will get out with the help of services from MegaFon. The director was Ilya Naishuller, his films "Hardcore" and "Nobody" have become a kind of calling card for this kind of cinema, they look fresh against the backdrop of many similar works.

Reality and prospects of the IT professions market

What professions are the most popular and highly paid?

Review of the smartphone Samsung Galaxy A22s 5G (SM A226B/DSN)

A niche smartphone with 5G support for minimal money - it's not even on the Samsung website, but it's sold in Russia. Compare with Galaxy A22 - is it worth the money?

Kia Picanto test. The last of the city cars

Somehow imperceptibly, almost all compact city cars left Russia, which replaced compact class sedans and liftbacks like Hyundai Solaris and Skoda Rapid. There are always two real city cars left on our market, this is the hero of our material Kia Picanto and Chevrolet Spark, along with its counterpart under the Ravon brand.

TCL TW30 MoveAudio S600 TWS headphones review

Any decent smartphone manufacturer is bound to offer their own TWS headset with them. So TCL introduced in December on the Russian market not only a flagship smartphone, but also a flagship headset. Let's see what happened ...

The interesting thing about the MegaFon advertisement is that Bruce Willis did not directly star in it, his digitized double is used. With the permission and blessing of Bruce Willis himself. The Russian company Deepcake used AI algorithms to create a doppelgänger of an actor. More than 34,000 photos and videos were run through the system, and they used content from the times of the first Die Hard and The Fifth Element. Young Bruce Willis solves puzzles with ease, most viewers are wondering how he has been able to look so younger in recent years, it does not come to mind that this is a computer generated image.

Gamification has become a part of our lives, and MegaFon advertising is no exception. In an easy, playful manner, they are trying to convey to the widest audience the advantages of tariff plans, their key features. A famous actor is here as a bait to attract attention, everyone and everything knows about the communication service, you need to entertain the audience and show something new. This is a winning format, as the advertisement does not just show the service as such, but also tries to entertain. Think of the Super Bowl ads, the Pepsi-Coca-Cola marketing battle that gave the world a lot of gaming videos. The time when it was possible and necessary to advertise the services of an operator exclusively in the forehead has passed. We need an emotion that can be obtained only by attracting images that are already familiar to the audience and are not directly connected with the operator in any way.

This is where we enter the territory where the operator needs to work with relatively small groups, move away from mass advertising aimed at everyone, and use advertising for small communities. For companies that operate with tens of millions of subscribers, this looks like firing a cannon at sparrows. In fact, everything is exactly the opposite, since the effectiveness of massive advertising, which is universal, is quite low. At the same time, advertising and promotion aimed at relatively small groups of potential users are successful.

As an example from MegaFon, we can consider the tariff plan “Without overpayments. Internet DreamTeamHouse”. This is a modification of the “No overpayments” tariff, popular bloggers from Dream Team House participate in the promotion - Danya Milokhin, Anya Pokrov, Artur Babich.

This approach is not the usual advertising, but rather a collaboration that has been so popular with the youth audience in recent years. As part of the tariff, it is proposed not only to use the services of MegaFon, but to reach out to the stars, to get the potential opportunity to communicate with them. So, they can send questions to a dedicated number, and those who ask the best of them will be able to connect to the conversation online. Do you want bloggers to follow you on social networks? Spend more traffic than others within your tariff (the tariff includes only 20 GB, so this is also beneficial for the operator). For young people, this is a very interesting offer, they will be able to brag: “Danya Milokhin signed me on Instagram, look.” Another option is to get into the blog of one of the Dream Team House members.

I often heard about this tariff plan saying that this is flirting with young people and it will not give hundreds of thousands of connections, which means that it is unprofitable for the operator. The truth here is that no one planned hundreds of connections, since this is work for a fairly narrow audience. And even from the point of view of mathematics, everything is very simple here, this is one tariff with quite understandable characteristics. In the “No Overpayments” line, you can choose other tariffs, many of them will be more affordable Original Home And Brand New Iph Earpiece And Chargers.

I often heard about this tariff plan saying that this is flirting with young people and it will not give hundreds of thousands of connections, which means that it is unprofitable for the operator. The truth here is that no one planned hundreds of connections, since this is work for a fairly narrow audience. And even from the point of view of mathematics, everything is very simple here, this is one tariff with quite understandable characteristics. In the “No Overpayments” line, you can choose other tariffs, many of them will Original Home And Brand New Iph Earpiece And Chargers Original Home And Brand New Iph Earpiece And Chargers more accessible.

The market is dominated by a stereotype of perception that operators should, no, are simply obliged to create advertising for the widest possible audience and hit the squares. The approach is from the past, and it is dictated by "common sense". An example of the same MegaFon is a combination of different approaches that allows you to effectively use both the usual advertising tools and work with narrow audiences, in which you can act in a completely different way. And such approaches do not contradict each other, but perfectly complement and reveal the task that the operator faces.

It is clear that to some extent playing with new, small audiences is an experiment. It is valuable because the novelty of the experiment is bearing fruit. This is an addition to how the operator talks to the audience, how he promotes his services, creating an emotional connection to the brand.

Any advertising communication is a conversation with the consumer that the brand leads. Sometimes such a conversation looks like a concert of a pop star in a huge stadium, and sometimes it can be a heart-to-heart conversation in a small kitchen. The same MegaFon is striving for the second today in order to have in its arsenal various means for communicating both with existing subscribers and with those who can become them.

The size of the operator in theory does not imply the possibility of such a point, narrow communication. But let's imagine for a moment that in the future it will be possible to create images on the fly. For example, you choose what you want to say to your potential clients, AI algorithms take images of famous people with whom you have agreed on their participation in communications, albeit virtual. It turns out that the conversation on the same Internet will become more personal, you will see ads created for you. It seems fantastic, but if we consider advertising as a product and as an idea, then the market is evolving in this direction. And the example of how MegaFon explores these opportunities only proves this thesis. A big company does not mean at all that communications must be the same, aimed at everyone, they can and will become personal. It is also worth remembering about personal offers within the framework of tariff plans, this is the other side of the same coin. The world is becoming personalized, and those at the forefront of change are already feeling it to the fullest.

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