Unlock your night Элина Чернышова
This work
in other
nominations
Script
Task
1. To reveal the opportunity of low light shooting using the smartphone from a user perspective. And show the possibilities of the new Xiaomi flagship Mi Mix 2S 2. To achieve the presence effect in the minds of consumers on a par with other flagship smartphones 3. Brand positioning as an affordable and qualitative analogue of Apple for businessmen 4. To raise awareness about a new smartphone with high quality of night shooting and to develop a brand community in VKontakte
Ideas and solutions
Video: https://youtu.be/wzSXtqoFh_o Pres: https://goo.gl/iJfwjD Why it might be interesting? 1. The first advertising campaign of the Chinese brand on the Russian market 2. The video involves popular, but not banal locations: Moscow-City, Bolshaya Dmitrovka and Petroff Palace. 3. We used the mix of 7 formats and video marketing tools: native seeding and seeding on YT, In-Stream and VideoDiscovery, Bumper Ads, Out-Stream, MyTarget 4. We overfulfilled the plan for impressions and views of the video by 47% and 7%, respectively Creative idea At the beginning, there was a funny observation that the Android locking system looks like a constellation from astronomical atlases. And, it was ironic, that this little match definitely hit the strongest side of the new smartphone – a high-quality camera. From this the slogan was almost immediately created – "Unlock your night." We deliberately used technical slang, avoiding blurred and patterned formulations, such as "Open your night" / "Discover your night". This expression most accurately reflects the idea. The new smartphone Mi Mix 2s allows you to literally "hack" the night, providing with an opportunity to shoot night Moscow as it is. In addition, the brand's target audience – people, who are keen on technology. They do not purchase the name, they buy reliability and product performance. These are "technophiles", who know movies, processors, RAM of different models. The expression "unlock" for them is more specific and clearer than analogues, that sounds smoother from an artistic point of view. Media campaign 1. Downloading and seeding of the YouTube video 2. Media advertising YouTube campaign through In-Stream and VideoDiscovery formats 3. Bumper Ads for retargeting base 4. Out-stream campaign for recognition growth 5. Native seeding campaign in Vkontakte, using its own player 6. MyTarget-campaign in the format of prerolls Results 13 300 000 views 23 000 likes 500 comments 4000 subscribers, attracted by our activities
