Mgzavrebi - Promise! Максим Семенов
Task
1) To attract new subscribers to the official channel Samsung Youtube TV 2) To build a strong emotional connection between the YouTube audience and the brand by engaging in the philosophy of the brand within the creative platform DoWhatYouCant (go beyond the possible)
Ideas and solutions
The main need of the target audience is to get an unusual, non-standard, new experience that brings bright emotions according to the audience research and statistics of the Samsung YouTube TV channel usage. We took into consideration the fact that the music video is one of the most popular types of content on Youtube. We came up with a collaboration between the famous music group Mgzavrebi and the young but talented director Ivan Sosnin, unknown to the general public, which resulted in the creation of a music video shot on a smartphone. The clip tells a touching story of love, inner freedom and limitless possibilities. This story shows the viewer how the youth of the spirit takes precedence over the physical state of the body, inspiring the viewer with the ideology of DoWhatYouCant. In the video, the viewer will see how an elderly couple escapes from a nursing home and goes on a trip, destroying the stereotype of "old people who have lived their years" by each action. The native product integration was thought through in this video as well. The clip begins with a frame "Shot on Samsung Galaxy Note8" - it's true, the whole clip except for the scene, which required shooting from the drone, was shot on a smartphone. Many spectators appreciated a terrific acting game - Lubov Krupnova, 84 years old and Robert Fishman, 86 years old. On the day of the placement of the video on Youtube, the video was further distributed to VKontakte and Facebook. Due to the unusual nature of the project, the clips were seen by major news outlets (Afisha daily, Meduza, Rain, The Flow, etc.), their publications provided us with additional coverage outside of social networks. This project has made a significant contribution to the Samsung Youtube TV subscribers number growth – the channel got 79 000+ new subscriptions. The project also contributed to the growth of the PTO (Proud to Own) brand Samsung by 10%.
