“Turbota” (“Care”)

We often assume life gets quieter with age. In reality, it usually gets busier. Work, family, everyday responsibilities — the longer the to-do list becomes, the less people want to complicate simple things like mobile service.

That insight became the starting point for the new campaign by lifecell promoting its “Turbota” (“Care”) tariff for users aged 55+.
Vandog Agency developed the campaign from strategy and creative concept to production support across TV, radio, outdoor, and digital.

Rethinking communication for the 55+ audience

In April 2026, lifecell expanded the conditions of the “Turbota” offer. Previously available only for users porting their numbers from other operators, the tariff became accessible to all subscribers aged 55+.

Before developing the campaign, the team analyzed audience behavior and discovered something unexpected: the tariff was attracting a much broader and more active audience than the category stereotype suggested. The data also showed growing interest from users older than the initial focus group.

Instead of portraying retirement clichés or “slow living,” Vandog Agency focused on a realistic character — someone constantly balancing responsibilities and trying to simplify everyday routines wherever possible. In the story, visiting a lifecell store becomes one less problem to solve: staff help transfer the number, connect the tariff, and remove unnecessary complexity.

The campaign message centers around reducing everyday friction:
– fixed pricing until the end of 2027
– monthly payment instead of four-week billing cycles
– unlimited calls to loved ones

Creative approach

The idea was adapted across multiple channels including TV commercials, radio, outdoor advertising, and digital placements.

According to the team, the goal was not simply to advertise a tariff, but to reflect the rhythm and realities of an audience often represented through outdated stereotypes in advertising.