To have an advantage

Rostelecom /2017


To develop an advertising campaign promoting B2B model of «Rostelecom» for managers and owners of small and medium-sized businesses


We found out that entrepreneurs understand best the language of cost reduction and survival (35 points of Small Business Index) and instead of a feature set, they prefer to see specific benefits that accrue from brand services. That is why the creative idea is based on first person micro-stories.


The narrators featuring in documentary-style clips represent the most popular types of small businesses, such as cafés, restaurants, delivery service, and small stores. They apply a certain technology in real time and we witness benefits and new opportunities provided by B2B products of the company.

The campaign included a wide range of formats, such as OLV, OOH, POSM, SMM and Digital.



New customer engagement plan


Likeability of the brand


Index «Consideration»

The growth of attributes


«The brand is for me»


«It offers effective and thoughtful decisions»


«It understands my needs»


«Strategy for development of B2B» /Bronze /2018

Press Agency Arena has developed a new campaign for Rostelecom


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