| MIAF Awards 2012 | ||
|---|---|---|
| Nonstandard mediums | Nonstandard media | First place |
| Interactive Tools | OOH, On-Trade, Experimental, Innovative and Interactive Solutios and Campaigns | Second Place |
Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: FARMAK
Product/Service: URONEPHRON
Agency: Y&R
Creative Director: Dmitriy Barsukov (Y&R)
Senior Art Director: Yegor Kharkoff (Y&R)
Creative Director: Ivan Tsupka (Overstyled Films)
Stylist: Eva Storm (Overstyled Films)
Chief Executive Officer: Fedor Gaiduk (Hate! Production)
Creative Director: Dmitriy Potikha (Hate! Production)
Actress: Anna Ivanova (Overstyled Films)
Composer: Alex Borodin (Overstyled Films)
Singer: Dmitriy Garbuz (Postmodern Studio)
Animator: Eugene Hutsul (Overstyled Films)
Rigger: Peter Shalkevich (Overstyled Films)
Media placement: Interactive tool - Website - April 11, 2012
Describe the brief/objective of the direct campaign.
Objective: generate online buzz to raise awareness about Uronephron, the remedy for cystitis.
Target audience: women 18-45.
Symptomatic pain from cystitis could be relieved by applying a hot water bottle on a lower part of the stomach. We created the world’s first website that turns your notebook computer into a Virtual Hot Water Bottle!
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
User is instructed to put notebook on the bottom of her stomach and click the 'Warm Me Up!' button. She sees a video with rubber hot water bottle from first person view, as if it would be laying on her stomach. Hot water bottle starts to sing a soothing song — a parody of Barry White's romantic hit adored by women.
The script from the website starts to quickly heat up her notebook by loading the processor and video card. Voila — the notebook is turned into a Virtual Hot Water Bottle!
Explain why the creative execution was relevant to the product or service.
Uronephron — the only remedy that helps you EVEN BEFORE it is bought!
P.S. Don’t worry, the computer is safe.
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.
2 weeks after the launch, the Virtual Hot Water Bottle popped up on 150+ websites, which brought us the estimated audience of 700,000.