Case study > Yota ©300million  1/3

The future. Big? Scary?

Hard to explain?
Or flippin’ amazing?
Question Answer Impact

Yota acquired the licences to become We questioned the client’s belief that Our first success was in rallying the
the world’s first 4G communications this was a challenger brand. Instead, client team around our belief that,
brand. The technology, WiMax, can we suggested that Yota represented far from being a disadvantaged
provide supersize mobile broadband something different in kind; not newcomer in an established market,
to media-hungry people like nothing an alternative but an entirely new Yota could be a pioneering lifestyle
else available. technology-enabled choice. And we brand of almost limitless potential.
encapsulated this thinking in a bold
Like any new technology brand launch, core idea, ‘Enjoyment Unlimited’. Since Yota launched in Russia, it
this one was loaded with challenges. has grown rapidly and the brand has
Why should people get excited about From this starting-point, we gave the broadened its offer into delivering
yet another big change, when they’re brand an emotive, community-based innovative mobile services. Our role
comfortable with what they already appeal – aimed at getting customers continues to widen, too – from
have? How to muscle in on a market to want ‘in’ rather than just to consulting on the brand architecture,
dominated by big competitors ready want ‘it’. Visually, we reflected and through designing a brand book for
to fight tooth and nail against any reinforced this attitude, designing employees, to advising on the brand
suggestion that their technology a logo that didn’t just symbolise experience in the company’s offices.
is outdated? And with the launch in Yota’s values but also raised a smile. And the next even more exciting
Russia, where 40% of the population challenge we’ll be tackling with the
don’t even own entry-level mobiles, client is how to make the Yota brand
how could we motivate people to equally successful in other countries.
“skip a generation” and embrace
the future?

300million
1 Rosoman Place +44 (0)20 7833 3838
London EC1R 0JY hello@300million.com
United Kingdom 300million.com
 Case study > Yota ©300million  2/3

Quick facts

01 Yota, in partnership with Microsoft, was

awarded the Global Telecoms Business
Innovation Award 2009 for the MAX 4G
mobile device [named by 300million!].

02 Yota has experienced rapid growth since

start up in 2007 from a core leadership
team of four people to 1,300 in 2009.

03 $400m of investment has been put into

the business to date.

04 Mobile WiMax networks are fully

operational in Moscow and St Petersburg
with further regional expansion across
Russia and CIS as well as internationally
in Nicaragua and Peru.

05 9 year-old Ryan Staddon holds the world

handstand record – an astonishing
entire week!

300million
1 Rosoman Place +44 (0)20 7833 3838
London EC1R 0JY hello@300million.com
United Kingdom 300million.com
 Case study > Yota ©300million  3/3

“The team at 300million really

understand our business
ambition and culture. They are not
afraid to speak their minds and we
trust their view. We will continue to work
with 300million as they always aim to
surprise and keep reminding us how
we need to keep pushing our brand
forward, staying innovative, smart,
engaging and fun. We share a great
working relationship.”
Dennis Sverdlov
CEO, Yota

300million
1 Rosoman Place +44 (0)20 7833 3838
London EC1R 0JY hello@300million.com
United Kingdom 300million.com