Total
Advertising
Group
TAG
Challenge:
МегаФон operates in Tajikistan's telecom market, directly competing with Tcell and ZET-Mobile for audience attention on airwaves and on the streets. TAG's goal wasn't simply to place ads, but to ensure a measurable brand advantage: to maintain a significant share of voice on TV and radio with a reasonable budget, and to strengthen its presence in the company's strategically important region—Khujand and the Sughd region—by timing part of the campaign to coincide with the brand's 25th anniversary.
An additional requirement was transparent tracking of positions relative to competitors throughout the campaign, so that media buying was based on up-to-date data rather than assumptions.
Insight/Strategy:
We assumed that media leadership cannot be achieved through a single, instant purchase—the TV and radio market in Tajikistan is competitive, and competitors' share of voice fluctuates from week to week. Therefore, we adopted a model of continuous competitive monitoring: we regularly monitored the GRP, spots, and budgets of MegaFon and its competitors (Tcell on TV, Tcell and ZET-Mobile on radio) and, based on this data, adjusted the media plan to ensure that every somoni invested yielded the brand's maximum share of voice (SOV) relative to its share of expenditure (SOS).
At the same time, we strengthened the brand's offline presence in Khujand and five cities in the Sughd region, where we installed LED screens and city-style displays with two distinct creative messages: a promotional video for МегаФон's 25th anniversary and a "Garden, Dear Garden" tariff offer tailored to the region's audience.
Activation:
01 · Media buying and share of voice monitoring on TV
We placed MegaFon ads on two TV channels and monitored their share of voice (SOV) throughout the campaign, relative to Tcell, the only other competitor on air. Constant monitoring of GRP and other spots allowed us to maintain the brand's media weight significantly higher than that of our competitor.
02 · Media buying and share of voice monitoring on radio
The radio campaign ran on three stations against two competitors—Tcell and ZET-Mobile. The competition was tougher here: ZET-Mobile aired more frequently, but we focused on placement efficiency—more than GRP per spot—rather than on the number of airings.
03 · OOH/LED campaign in Khujand and Sughd region
We installed eight LED screens and six city-format displays in 14 locations—on Somoni Avenue in Khujand and in five cities in the Sughd region (Isfara, Istaravshan, Spitamen, Konibodom, and Buston). In Khujand, we broadcast the promotional video "25 Years of МегаФон Tajikistan," and in the Sughd region, we broadcast the creative for the "Sad dar Sad" tariff plan, tailoring the message to each audience.
04 · Plan/actual execution control
The campaign spanned two cycles—May and June 2026. For each cycle, TAG compiled a detailed competitive report (SOV, SOS, GRP, budgets) and a plan/actual OOH report, ensuring that actual placements fully matched the planned number of locations and budget.
Result:
- 93.7–94.9% Share of voice (SOV) МегаФон on TV – versus 5–6% for Tcell.
- 92.6–96.5% Spot Shares (SOS) on TV.
- 63.9–68.4% МегаФон's share of voice (SOV) on radio is the leader with three competing brands on air.
- 10–12% target audience coverage and 1.8–2 million OTS contacts from OOH/LED campaign in Sughd region.
- 14 of 14 placement locations - 100% match of the actual budget and number of points.
Result: instead of a one-time media purchase, we built a competitive media leadership system for МегаФон — Over the course of two campaigns, the brand consistently held a dominant share of voice on TV and radio, and a targeted OOH/LED campaign in Khujand and the Sughd region strengthened the brand's presence in the key region exactly as planned.