Tag: Russia

Ikea PS 2014 Instagram Website

Ikea over the years has made a name for itself as a trustworthy and affordable source of stylish home decor. In Russia to promote their new PS 2014 collection they teamed up with Moscow-based agency Instinct to produce a campaign that approached Instagram in an entirely new way.

The Ikea_ps_2014 Instagram account served as their campaign website, with each post representing a product category like Benches or Tables. On tapping the individual category pictures, hidden tags were revealed that offered a “link” to each product within that category. Every one of the 34 items in the collection also received their own Instagram accounts e.g. ps_laptop_station and ps_side_table.

The Instagram app was certainly never meant to be an Ikea catalog website, but this innovative use has its roots in previous brand campaigns. Early this year Mazda and JWT Canada turned the car-maker’s Instagram feed into an interactive road trip, replacing car specs with images and videos that followed the vehicle on an epic adventure. Over the course of four months, the campaign “Long Drive Home” helped grow Mazda Canada’s Instagram following by more than 300%.

Similarly, the Toronto Silent Film Festival turned their feed tsff2014 on its side, creating an interactive timeline complete with factoids and video clips to celebrate Charlie Chaplin’s 100 years on film.

Drone-vertising

Unmanned aircrafts have been used to carry out military strikes, to film weddings and someday will even be used someday to deliver products from companies like Amazon, Netflix, Francesco’s Pizzeria and Flower Delivery Express.

Until the legalities of commercial use are cleared up by the local governments, companies in Russia and Brazil have gone ahead and created the first of their kind drone-vertising campaigns…

Russia

As ordinary advertising channels continue to be congested, Russian creative agency Hungry Boys used drones to advertise noodle company Wokker.

Wokker banners were attached to drones and launched around high-rise business buildings in Moscow’s financial district, drawing the attention of hundreds of people as they flew past office windows. This resulted in deliveries in the campaigned area to go up by 40%.

Brazil

Cup Noodles, the instant ramen noodles snack from Nissin-Ajinomoto, is being promoted in Brazil with the launch of drones with cows, chickens, corn cobs and shrimps. The two and a half minute film created by Dentsu Brazil for the brands online campaign, uses drones to take the instant noodles to surfers, skateboarders and highline walkers as they practice their sport.

Adidas Boost

The new boost technology in the running shoes from Adidas helps return energy to runners. To promote this, TBWA\Moscow developed a unique running project called “Charge the city with the energy of running”.

The project covered 4 running races i.e. Adidas Energy Run, Autumn Thunder, Color Run and the Moscow Marathon. All runners who participated in them were given mobile generators that transformed kinetic energy into electricity. The collected energy from these hundreds of runners was then channeled to illuminate a stadium in the town of Protvino that has had no light since 1984.

Make the politicians work

The quality of roads is an eternal problem in Yekaterinburg, the fourth largest city of Russia. A local news website Ura.ru therefore decided to pressure the local politicians to do something about the quality of the roads. So one night with the help of ad agency Voskhod, they drew the faces of the governor, the mayor and the vice-mayor on three potholes in the city center. Next day the news about the caricatures became a sensation and with the intense PR around them the politicians could no longer sit idle…

Rehau “Money Rain”

Utility rates for heating and energy keep growing. In turn people in Russia waste huge amounts of money through windows that cause heat loss during the cold Russian winters. Rehau windows however prevents such heat loss and considerably saves expenses for heating. So ad agency Voskhod decided to demonstrate how people waste money, by literally throwing it out of their low-quality windows.

The promotion generated public excitement. More than 200 media channels covered the story, including the most popular TV channels, broadcasting stations, newspapers and web-sites. Throwing out 240,000 rubles (US$7000) got Rehau free media that reached over 40 million Russians and their message of “Heatonomy” spread all over the country.

Books-Fresheners


View a larger image by clicking on the above.

Till 1990’s Russia was the most reading country in the world. Now people read less. Chain of bookstores “100 000 books” decided to remind people about the necessity of reading.

The insight ad agency Voskhod had was that one place where all people still read is the toilet. When there are no books, people read anything that is at hand and that is mostly air fresheners. So they created fresheners with fragments of world best-sellers printed on them.

These Books-Fresheners appeared in toilets across malls, business centers, offices, restaurants and household stores. Books-Fresheners gained popularity and after one month of promotion the attendance at “100 000 books” grew by 23%. With such success, “100 000 books” have decided to start selling the Books-Fresheners in their outlets as well.

Chery M11

Chinese car brand ‘Chery’ launched a powerful dynamic car ‘Chery M11’ into the Russian market.

The problem ad agency Voskhod faced was that in Russia Chinese cars have the reputation of being unreliable and poor to drive.

So they launched an internet game where anyone could check the possibilities of Chery M11. In the game people created roads and drove along them with a computer model of the Chery M11. They raced against time and also voted for the best road. In a month from more than 800 roads the winner was chosen. The winning road was then constructed in reality and various journalists were invited to the Chery M11 rally. A Russian rally champion was selected as the driver and the creator of the winning road was his navigator.

As a result, the project participants and invited journalists could see the possibilities of the M11 for themselves. In 3 months more that 340 thousand people visited the M11 website. The sales of M11 exceeded those planned by 76%. The annual increase of Chery sales exceeded the market average 6 times to the amount of 186%.