Beeline Case Study

Ambition

In 2005, the Russian mobile communications market was approaching saturation, especially in Moscow. The challenge was to turn Beeline into a brand that could stand apart and compete effectively in this context. A more clearly differentiated position was required, one that focused on creating long-term customer relationships and deeper emotional bonds to drive real loyalty. This, combined with a strong identity, has been key to setting a new standard in the Russian market.

Action

With Beeline and BBDO, Wolff Olins developed a new positioning, identity, communications style, image libraries and campaign for launch. We then rolled out the brand across all communications, packaging, retail, web and HQ interiors, alongside a number of internal brand-building initiatives. The rebrand was a huge success and at the end of 2005 revenue was up by 40%, market capitalization by 28% and ARPU by 7%. We continue to work with Beeline as it grows into a new regions and product areas.

Impact

Since relaunching the brand, Beeline has been independently ranked the most valuable brand in Russia for three consecutive years, according to Interbrand Zintzmeyer & Lux in Business Week. It has become the benchmark for all recent brand launches and the one to beat in mobile telephony.

Just enjoying what happens if you search Beeline in google images: http://bit.ly/njPRmK Such a dramatic palette!

2011-07-11T13:34:45.000Z @WolffOlins

Russian students visit Wolff Olins

09 Mar 2009

30 students from the British Higher School of Art and Design in Moscow visited Wolff Olins London office today to learn about the company, its view on brand and its approach on working with global clients. Creative director Marina Willer and account director Mark Lomeli talked about their experience of working in Russia and on creating one of the most valued Russian brands - Beeline. Natalia Schiptsova, Course Leader at the school, said: ‘The event was a very useful and inspiring experience for Russian young designers’.