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Privet, Mir!

Product Description/Client

“Privet Mir” is a cashback service for cards of the national payment system “Mir” that does not depend on the bank. With the help of the service, Mir cardholders receive bonuses for purchases, while partner companies can quickly and flexibly customize promo- campaigns.

However, “Privet Mir” is also a sub-brand of the national payment system “Mir”, which is supposed to increase confidence in the payment system and encourage people to more frequently use Mir cards to pay for purchases, spend more from their cards.

We helped “Privet Mir” to develop the brand from scratch and have drafted a communication strategy so that the brand can speak to target groups their languages.

We split the project into three phases: situational analysis, a communication platform, and strategy. At every stage of the process, we collaborated with the “Privet Mir” team to better understand the challenges and benefits of the new service.

The project was delivered in cooperation with the Action Agency.

 

Situational analysis

In two months, we performed the market analysis: interviewed representatives of the business community and 1500 consumers, and made a detailed analysis of foreign benchmarks and comparative analysis of other cashback services. Based on the analysis we developed a communication platform in which aggregated messages, brand values, and communication filters were recorded.

For “Privet Mir” it was important not only to develop their own brand but also to define the goals and position of the new brand in relation to the brand of the national payment system “Mir”.

“Privet Mir” must gain independent inducing power to share that power with the “Mir” brand. To do this, the service needs a communication strategy — a specific plan for how the brand will communicate with the target audience.

 

Communication platform and strategy

Communication strategy is divided into stages: first – service attracts early majority and current “Mir” card users of loyal regions of Russia, after which it expands geographically and attracts new target groups.

Eleven target groups were identified with varying degrees of susceptibility to the benefits of the service. For each group, we have developed a system of marketing messages and prepared schedules, channels, communication tools, and rules on how to use them. For example, we separated the “Issuer Banks” channel and described how to work in this channel, including the description of stickers at the customer’s communication desk with a bank employee.

The brand uses a communication strategy developed by the agency in advertising campaigns. By February 2020, the “Privet Mir” service was launched in 25 regions of Russia. It works with more than 200 partners and has more than a 100 offers per month in its range.

Highlights

  1. Cashback services are often developed for product users — cardholders. To understand how to make the service useful for business, we conducted in-depth interviews with business representatives and top management of federal retail chains.
  2. Before “Privet Mir” there was no Cashback program on the Russian market that was tied not to the specific bank but to the payment system only.
  3. We were developing a strategy based on the theory of diffusion of innovation that explains how and why new ideas and technologies distribute across different environments. This helped us to identify target groups and spread communication stages among them: each of the 11 target groups refers to either “innovators,” “early” or “late majority,” or to “laggards”

Team

Chief strategist
Alexander Kirikov
Junior analytics
Anastasia Akterskaya, Roman Marfin
Strategist
Marat Raevskiy

Milestones

2 months
Situational analysis
2 months
Communication strategy
1 month
Communication platform

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