Mikhailov & Partners and Mobile Operator Tele2 Win Three “Silver Archer” Prizes
The prize giving ceremony of the 19th Silver Archer national public relations awards was held on 19th February in the Metropol Hotel. The communications campaign to support the launch of mobile operator Tele2’s network in Moscow and Moscow region won the highest accolade from the judges and was awarded the Silver Archer grand prix. The same campaign was declared Best Marketing Communications Project and Best Corporate Communications Project.
A joint team from Tele2 and Mikhailov & Partners drew up a strategy and prepared a comprehensive plan for launching the new national operator’s brand in the Moscow region. This included coordinating PR events and marketing and trade marketing activities during the announcement phase and the commercial launch. The integrated communications campaign had a direct impact on shaping perceptions of Tele2 as an honest mobile operator capable of disrupting the monopoly on the telecoms market and offering subscribers a genuine alternative – high-quality telephony at an affordable price.
The Mikhailov & Partners team succeeded in communicating the key messages and brand attributes, as well as the customer experience itself, in an integrated and systemic way, while also ensuring extensive news coverage. Just two months after Tele2’s operational launch it had signed up more than 1 million subscribers in the Moscow area.
The Silver Archer awards attracted a total of 196 communications project entries, of which 60 were publicly presented during the Open Presentation Days.