Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: YOTA
Product/Service: YOTA PLAY
Agency: TESCH
Creative Director: Johan Tesch (Tesch)
Strategy Director: Måns Tesch (Tesch)
Creative: Henrik Bohman (Tesch)
Executive Producer: Gustav Garhammar (It's Showtime)
Producer: Ulrika Brotéus (It's Showtime)
Web Director: Micke Ring (It's Showtime)
Designer: Adrian Tomic (It's Showtime)
Developer: Jon Båling (It's Showtime)
Russian Editor/Translator: Anastasia Varlamova (Freelance)
Project Coordinator: Yana Simonova (Winter)
Media placement: Online (Campaign Website) - Banner Ads, WOM, Cinema - 30 April 2012
Describe the brief/objective of the direct campaign.
Background:
Yota is one of the world's leading 4G operators and the favourite brand of young, digitally-connected Russians. Yota Play is a brand new online movie service created with their social behaviour in mind.
Our assignment:
The challenge was to get this audience to start talking about Yota Play, to start considering the user experience a socially connected movie service could offer. How could we inject Yota Play into their lives by adding value to their conversations?
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Insight:
We realised that motion pictures, which is the main ingredient of our service, has the magic potential to make any status update, tweet or email come to life…great actors tend to have a way with words and our huge film library is full of them, can they help people to express themselves in a more colourful way?
The idea:
Let the movie stars say what's on your mind. Cinegram enables you to create and send online video messages via social media to friends by combining short movie clips.
Explain why the creative execution was relevant to the product or service.
The conversation:
Cinegram is an innovative social tool that makes Yota Play become an intrinsic part of all kinds of everyday conversations, while their great movies are always just one click away. Your social media ramblings will become much more enjoyable when they come delivered by Brando, De Niro & Nicholson. With Cinegram, Yota Play invented a new form of social media messaging - while reminding their audience that watching movies is a truly social experience and that Yota Play sounds like an online movie service worth trying out.
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.
Every Cinegram user is invited to watch a free movie on Yota Play. Yota's ambition is for the campaign to generate 1m unique visitors, 300,000 new registrations & 25,000 purchases. However, the campaign just launched, so even if it looks very promising, it's too early to talk about the results, but we hope we'll get the opportunity to update the jury with the results as they come in.