| MIAF Awards 2012 | ||
|---|---|---|
| Nonstandard mediums | Nonstandard media | Third place |
Category: Ambient Media (Large Scale)
Advertiser: NATIONAL CABLE NETWORKS
Product/Service: ONLIME TELECARD/DIGITAL TELEVISION ONLIME
Agency: LEO BURNETT MOSCOW
Creative Director: Grisha Sorokin (Leo Burnett)
Art Director: Grisha Sorokin (Leo Burnett)
Art Director: Mikhail Derkach (Leo Burnett)
Designer: Andrey Sergeev (Leo Burnett)
Junior Copywriter: Erkin Bekmirzaev (Leo Burnett)
Account Director: Anna Evdokimova (Leo Burnett)
Producer: Alexey Kolokolnikov (Leo Burnett)
Media placement: Ambient - Mega Shopping Mall - 19 March 2012
Describe the brief/objective of the direct campaign.
People in Russia are used to watching Russian state-owned television and don't see any alternative to these channels.
OnLime TeleCARD allows to get digital TV channels via a TV set’s CI-slot. To launch the product and to demonstrate how easily people can find the alternative to Russian state-owned channels, we placed a special TV set with an opening for a head in a shopping mall.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
By default, people could see the Swan Lake Ballet, the symbol of notorious Russian political life and boring state-owned television (the ballet was broadcast by all TV channels during the August Coup in 1991, and due to the absence of an alternative people had to watch it). The picture changed when they inserted their head into the opening. The sensors inside the stand gathered data by reading the person’s brain activity and identifying his appearance. Afterwards, the Swan Lake Ballet changed to the TV content people were really interested in
Explain why the creative execution was relevant to the product or service.
The stand we made is an obvious example of how easy it is to use OnLime TeleCARD.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
– Over 200,000 people 'switched' the channel in the first few weeks
– Over 1m people witnessed it
– The stand generated solid online and offline buzz