Credits:

Advertising Agency: SAATCHI & SAATCHI MOSCOW , RUSSIA
Advertising Agency: SAATCHI & SAATCHI MOSCOW , RUSSIA

Name Company Position
Adrian Ely Saatchi & Saatchi Russia Art Director
Daniel Lunn Saatchi & Saatchi Russia Copywriter
Tatiana Gurevich Saatchi & Saatchi Russia Agency Producer
Marina Lomteva Fetish Film Director
Tatiana Aldyn-Kherel Fetish Film Producer
Denis Lischenko Fetish Film Set Designer
Yury Morozov Fetish Film Editor

Type of Media Date of 1st Implementation Media Placement
Viral Film 21 February 2008 YouTube
Viral Film 21 February 2008 Google Channel
Viral Film 21 February 2008 Blogs

Describe the objective of the promotion.
Create an instructional video for Gmail Russia that shows how to make the most of its unique functions.

Describe how the promotion developed from concept to implementation.
The Russian market is the one place where Gmail has serious competition, so an execution needed to highlight the advanced design of the Gmail interface.

Explain why the method of promotion was most relevant to the product or service.
The Gmail interface is more intuitive and easier to use because the design reflects how humans communicate. As such we created a viral video for Youtube of a giant human-based interface where people unfolded the windows, moved the cursors, typed the text and loaded the pages.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The target from Google was 50,000 views in the first month. We got that on the first day. Views exceeded 250,000 in the first week and have now reached 680,000.