Campaign details

Brand: Beeline
Brand owner: VEON
Agencies: ADV Lab, Havas Media
Country: Russian Federation
Industries: Telephone & internet services
Media channels: Mobile & apps, Outdoor, out-of-home, Television
Budget: 1 - 3 million

Executive summary

This case is dedicated to a breakthrough TV analytics approach based on big data that allowed us to link TV viewership with sales. It demonstrates how data can be used to measure TV media influence on business results, and how to increase ROI.

We'll describe a comprehensive approach to measuring the effectiveness and subsequent optimisation of TV campaign parameters based on big data, which leads to a change in the whole paradigm of TV planning.

Market background and context

Beeline is a telecommunications brand of VEON (formerly VimpelCom Ltd), a multinational telecommunications services company. It predominantly operates services in the regions of Asia, Africa and Europe. It is the ninth largest mobile network operator in the world by number of subscribers, with 214 million customers. More than half of the company's revenue comes from Russia. VEON's brands include Beeline, Kyivstar, Djezzy, Jazz Pakistan and Banglalink.