Advertising campaign
"Kind grandfather Drozdov"

Customer
Group of companies "First Trust"
Purpose
Develop and implement a New Year's communication campaign for the First Trust Group.
Tasks
1. Personalize the campaign;
2. Go beyond the standard commercial;
3. Stand out in the advertising stream during the “hot” New Year's Eve season.
Creative
New Year is a time of miracles and fairy tales. But with with age, adults completely cease believe in magic. We solved it fix and create a secret miracle personally for everyone. And he helped us in this is kind and so dear to everyone of us Nikolay Nikolaevich Drozdov. Kind grandfather Drozdov personally congratulated Maria, Nastya, Elvira, Roma and many others Happy New Year.
Mechanism
To achieve all goals and objectives campaigns we worked for 2 directions: digital and standard advertising channel. Was launched video on TV, audio on radio, outdoor advertising and, most importantly, - a promo site where everyone could get new year video congratulations personally from Drozdov. The videos received went viral effect: people shared on social networks, in messengers, generated congratulations not only for yourself, but also for your family and friends. Also from good grandfather Drozdov Ufa residents received branded postcards directly in your mailbox. Isn't that a miracle?
Videos
Together with First Trust, we became pioneers. For the first time in Ufa and republic in the promotion of the developer was attended by a star - a sincere and TV presenter Nikolai Nikolaevich Drozdov, beloved by the whole country.

Хоккейный клуб «Салават Юлаев»

Зур хоккей

Хоккейный клуб «Салават Юлаев»

Зур хоккей

Хоккейный клуб «Салават Юлаев»

Зур хоккей

Outdoor advertising
25 banners and 10 media facades were posted around the city during the main season and 25 banners during the playoffs.
Results
During the busy New Year period, we got great coverage, straight contacts, increased loyalty audience and gave Ufa residents a little New Year's miracle:
― 300,000 postcards
― 224,000 reach on Instagram
― 6 417 registered video greetings
― 2 047 new contacts in the database developer
― 2,4 times increase website traffic
― 42% increase in sales (by compared with December 2018)
Awards
Advertising campaign "Kind Grandpa Drozdov "was awarded at the prestigious WOW AWARDS 2019 as the best special project in social networks. It's like an Oscar only in the realm advertising promotion on the market real estate. More than 100 independent experts marketing highlighted work TIP-TOP TEAM among the many applicants.
Wow Awards
Moscow, 2019
Victory
Backstage