Kazakhstani mobile operator Altel reclaims market leadership with pathbreaking AI-powered ‘Just Like You’ campaign

Altel, the first mobile operator in Kazakhstan, had completely lost its Kazakh identity by the year 2023. Even though interest in local brands in the country was increasing, it continued to depict an “alluring” foreign lifestyle.

As expected, videos shot overseas with foreign actors no longer resonated with the audience. Kazakhstanis stopped choosing the brand. This was reflected in the company’s metrics.

How do local brands typically showcase their connection to Kazakhstan? They endlessly produce adverts about the endless steppes, mountains, and horses, states an article shared by BBDO CA.

BBDO CA took a different path and demonstrated the brand’s connection to Kazakhstan through its people. It was decided that ordinary individuals, modern, innovative, and creative, should become the face of Altel. But the questions was ‘how to select one among millions’. 

That's when AI came to the fore. During the pre-launch stage, BBDO asked subscribers to share their photographs in exchange for a lifetime freeze on their plans. People shared their selfies on the promotional page and the brand’s platforms in shopping centres. As a result, they gathered over 16,000 images!

Then technology stepped in. By merging characteristics from thousands of individuals' photos, AI created a collective image of the typical Altel subscriber. So the brand got two unique characters, brought to life as 3D characters using MetaHuman technology.

They've become brand personas for Altel, and are now featured in videos, outdoor ads, and social media.

Like many other brands worldwide, Altel followed the trend of featuring an "AI typical customer," but the brand became the only one to bring it to life and turn it into a true brand persona! The idea of these brand personas being "Just Like You" is reflected in the storylines of the new campaigns. Each video begins with this phrase and connects the brand to Kazakhstani traditions. Thus, the first campaign revolved around the national tradition of sampling before purchasing, while the second one centred on leisurely strolls as Kazakhstanis' favourite summer activity.

Altel's primary statement, "Just Like You," flows consistently throughout all the brand's marketing activities and transforms according to the context. “Just as Fast as You” at the Astana Marathon.

These first campaigns have enabled Altel to reclaim its status as a leading national wireless provider while avoiding overused stereotypes about Kazakhstan, and this marketing strategy has produced real results. The company achieved double-digit growth in new subscribers and revenue, leading to a significant increase in its market share. With a consistent media budget, ad awareness increased from 36% to 43%. This is how Altel became successful “like modern Kazakhs” and has no intention of stopping!