In 2017 mobile operator Tele2 challenged its agency with a problem: heavy mobile internet users, the key source of business growth, did not perceive Tele2 as an attractive and suitable for them service provider. The solution to this problem was two-fold: first, there was a need to convince this demanding audience that Tele2 offers high quality connection, and second, operator's image needed a significant uplift. Historically, the most critical situation with negative brand perception was in St. Petersburg – Russia's second-largest city.
Tele2 positions itself as the only operator who puts its subscribers first and develops high quality products and services, which help people to overcome imposed restrictions and limiting rules. To bring this positioning to life Tele2 decided to create a unique experience, which allowed residents of St. Petersburg to solve day-to-day Wi-Fi connectivity issues in the city, so they feel positive changes in their lives.