Paramount Case study Save April first! by Saatchi & Saatchi Moscow

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Save April first!

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Industry TV Channels/Radio Stations and Programmes
Media Case study
Market Russia
Agency Saatchi & Saatchi Moscow
Released July 2012

Awards

Golden Drum 2012
Public relations Unconventional communication Silver Drum

Credits & Description

Year/ID: 2012 / V85017G12
Group: V Public relations
Subgroup: V85 Unconventional communication
Award: Silver Drum
Product and services:
Paramount Comedy Channel Russia
Registrant:
SAATCHI & SAATCHI RUSSIA
Country:
RUSSIA
Brand name:
Paramount Comedy
Advertiser:
MTV Networks Entertainment Vostok LLC
Advertising agency, city:
Saatchi & Saatchi, Moscow
Art director:
Theodor Sandu, Oleg Izosimov
Copywriter:
Konstantin Simonov
Creative director:
Polina Maguire, Stuart Robinson
Account Director /Manager:
Maxim Kuznichenkov, Daria Suraeva

Other credits:
PR Director: Kristina Vorobieva, TV Producer: Medea Arshba, Digital Production Manager: Sergey Mastobaev


Campaign idea explanation:
The launch of Paramount Comedy channel in Moscow and St. Petersburg was a case of building awareness and differentiation on a 200 000 euro budget. It was clear for us that the tight budget cannot support a proper level of reach neither on mass media nor on digital. Not if we needed to pay for it! The launch date was set for April 1st, - April Fools’ Day. Once a celebrated day in Russia, calling for pranks and fun, it was now almost forgotten. Dusty. Obsolete. Restoring the meaning of April’s Fools seemed the perfect way to launch Paramount Comedy and build its association with humor and fun. But how? We discovered that April 1st is also The International Day of Birds. We convinced one of Russia’s most respected non-profit ornithology organizations –The Russian Birds Conservation Union – to initiate a campaign against April Fools’, lobbying April 1st as exclusively reserved for The International Day of Birds. Nobody cared for April Fools’ Day anyway, right? We started by creating controversy in digital and offline media. And when this heated up, Paramount Comedy stepped into the battle to support the fans of April Fools’ Day. It initiated a new movement: «Save April Fools’» and gave people tools to fight the lethargy and restore April Fools’ Day to its known and deserved glory. The movement’s micro-site even offered digital pranking ideas and tools. The campaign reached more than 40 million people, out of which more than 60% (or 24 million people) were exposed to the branded phase of the campaign.


Multiple entry explanation:
Launching a new cable channel on a tight budget wouldn’t give us a proper level of reach neither on mass media nor on digital. Not if we needed to pay for it! We convinced Russia’s most respected ornithologists to initiate a campaign against April Fools’, lobbying April 1st as exclusively reserved for The International Birds’ Day. In the midst of a heated battle Paramount Comedy stepped in to support the fans of April Fools’ Day.