T2 has allocated MiXX as an independent brand and launched a subscription app

T2, a Russian mobile operator, has released a mobile app for the flagship multi-subscription MiXX. This is a key step in the development of MiXX as an independent brand. The service remains available to subscribers of any operators, and a separate application will make subscription management even more convenient.

MiXX is becoming an independent product in the digital services market. The subscription initially worked for subscribers of all mobile operators, and now the company is focusing on this. In the new mobile application, the client can manage their multi-subscription. MiXX ranks first in the Frank RG ranking for content content content, so the user has the widest selection of content in one window. The MiXX app automatically redirects the customer to the right online cinema for viewing. This saves him from having to search for a selected movie or series manually on different platforms.

Along with the launch of the application, T2 launched an advertising campaign in the unique MiXX identity. For the first time, communication is conducted on behalf of the subscription itself, which will cement the perception of MiXX as a standalone product. Advertising communication focuses on the values of the service: access to the widest range of content on the market, benefit and ease of management. The campaign covers digital channels, outdoor advertising and social networks.

Irina Lebedeva, Deputy General Director for Commercial Activities T2:

The MiXX subscription has gone from being an optional option for subscribers to being a standalone product that ranks first in independent rankings and research. We achieved this by selecting the best partners in each category, and we continue to follow this principle. Now this special product has its own “home” – a separate mobile app – and its own voice in communication. This changes everything: the MiXX emerges from the operator’s shadow and becomes an independent unit. The brand is beginning to live its life”.

T2 advertising

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