Beeline Case Study
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.
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.
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.