MTS is one of the largest Russian companies providing telecommunications, digital and media services. The company has existed since 1993, its services under the MTS trademark are used in Russia, Armenia and Belarus. The company's products include communication services, broadband Internet access, television, banking and financial services, e-commerce; marketing and advertising, media and entertainment and more.
Development of packaging for MTS own products for B2B and B2C segments.
In 2020, traffic from the streets and from offices, from mobile networks, has flowed into homes where users worked, studied and had fun. According to Telecom Daily, at the end of Q3, just over 34 million households were connected to the Internet in Russia. During the period of self-isolation, subscribers accessed the Internet more via home WiFi, including from smartphones connected to it. Thus, part of the traffic, including from mobile devices, migrated from mobile networks to fixed ones.
According to the results of the Content Review report for June 2020, Russia entered the top ten countries in terms of the cheapness of mobile Internet. The cost of 1 GB of mobile Internet in Russia is estimated at 31.6 rubles. This is the sixth indicator in the world.
The coronavirus pandemic and the self-isolation regime that followed it hit infrastructure and networks hard, the load on which has seriously increased. At the same time, for subscribers with high consumption and willingness to pay for it, operators in most countries have introduced package tariffs with a large but limited amount of Internet traffic.
Such a concept as "simplicity" became the starting point for the first concept. To make it easy to assume that this is MTS. To make it clear that no one will have difficulties with the device. But being simple does not oblige us to be boring and dry. We want to stay emotional and catchy. For the first idea, we developed a packaging option that is simple and understandable to everyone in a classic form, but at the same time saturated it with emotions - in terms of communication and unboxing experience for all customers.
The gradient applied to the packaging is the development of the signature red spot that imitates brush strokes.
In order to unify the packaging, but at the same time allow for a variety of communication, it is proposed to use the same box base, adding adaptable outer films for B2C and B2B segments.
As in the case of B2C, information important for quick identification of the product is always displayed on the outer packaging. However, in addition to it, key benefits of the product are added that are important for making a purchase decision.
Thanks to the soft and calm structure, the gradient envelops the product, indicating that it belongs to the MTS family, and the internal contrast filling with black color highlights the product itself. At the same time, there is no unnecessary visual pressure on the viewer.
In the box, the user will find neatly packed documents, chargers and complete cables.
Laconic copywriting on the theme of simple home values is supported by a minimalistic presentation of the product.
In this document, only the most important things you need to get started quickly. Packed in a convenient case, which the subscriber can later use to store, for example, plastic cards.
Simple and concise layout. Folding "accordion" for more convenient study.
For the second concept, we have developed an eco-packaging option made from recycled materials and ready to be recycled to become a stylish box for an MTS device again.
The eco-friendly theme in this idea is connected not only with materials, but also develops both at the level of communication and at the level of a new unboxing experience for the user. So, in each box you can find a special kit for growing a tree, and a small instruction explains how this can be done. This story can also serve as a great topic for a separate promotional campaign.
The product, additional materials and promotional kit are packed in special cardboard containers. At the bottom of the box, the user can access the quick guide by reading it through a QR code.
Packing documentation, power supply and promotional kit. Also, for guests or those who need to keep the Wi-Fi password somewhere nearby, there is a convenient fridge magnet.
The concept is based on the desire to save the buyer's time without distracting him from the essence. We declare that we give a quality product without any additional stories and explanations.
This approach looks stylishly simple, meta-ironic and honest at the same time.
Strategic partner TBTBO BRAND MASTERING