I am curious to see how MTS Yrent's approach to digital communications has changed: if you still remember, a little less than a year ago they launched a social advertising campaign in Moscow, where they urged users to "Don't be roosters". So, this year the guys have a new advertising campaign, and to my great surprise - it's the complete opposite of that one.

The communication itself is now with good emotions and in a positive tone, without aggression. They took a big elephant as a basis, and they did it not by chance: elephants are considered to be very accurate and intelligent animals, which, for example, recognize their relatives by sounds and recognize people. That is, the service as if unobtrusively makes a reference and a hint that if an elephant stood on a scooter, he would definitely realize that it is possible to ride it only by observing traffic rules.

In general, I personally have a feeling that after last year's cockerels the guys really managed to rehabilitate themselves).

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MTS Yrent's shift from aggressive to positive digital communications, using an elephant as a symbol of intelligence and adherence to rules, shows a successful rebranding strategy. Embracing good emotions over aggression seems to have resonated well with the audience