RED QUEST by Grape Advertising Agency for MTS

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RED QUEST

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Industry Telecommunications Services, Mobile Communications
Media Direct marketing
Market Russia
Agency Grape Advertising Agency
Creative Director Vladilen Sitnikov, Alexey Sobolev, Vladimir Zozulya
Art Director Alexey Nikolaev
Released August 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: MTS
Product/Service: TELECOMMUNICATIONS
Agency: GRAPE
Date of First Appearance: Aug 15 2010
Entrant Company: GRAPE, Moscow, RUSSIA
Entry URL: http://digital-entries.com/redquest/index.html
Creative Director: Vladilen Sitnikov (Grape)
Creator: Natalya Varguleva (Grape)
Project Producer: Iliya Vanyavkin (Grape)
Account Manager: Evgeny Kovrin (Grape)
Project Leader: Pavel Gitelman (Grape)
Social Media Department Leader: Mikhail Geisherik (Grape)
Production Manager: Alexey Zorkaltsev (Grape)
Art Director: Alexey Nikolaev (Grape)
Creative Director: Vladimir Zozulya (Citymetria)
Department Director: Victor Kumankov (Citymetria)
Technical Director: Maxim Levchenko (Citymetria)
Technical Director: Konstantin Glushakov (Encounter)
Leading Developer: Sergey Demidovets (Encounter)
Public Relations Director: Irina Kurakina (Encounter)
Film Director: Mikhail Koroteev (VGNC)
Creative Director: Alexey Sobolev (VGNC)
Media placement: TV Campaign - 7 Spots - Channel TNT - 21 November 2010
Media placement: Social Media - Vkontakte (The Most Popoular Social Net In Russia), Twitter, Facebook, LiveJournal - 1 August 2010
Media placement: Search, Context And Dispaly Advertising - Vkontakte, Yandex.ru (The Most Poplular Searh Engine In Russia) - 17 August 2010
Media placement: Interactive Video "Hero" - Hero.redquest.mts.ru, Vkontakte, Twitter, Facebook, Liveojournal - 27 October 2010
Media placement: UGC (Video And Photo) - Redquest.mts.ru, Vkontakte, Twitter, Facebook, Livejournal - 17 August 2010
Media placement: Paid Media - Local Online Newspapers, Entertainment Portals - 17 August 2010
Media placement: Mobile - Viral Calls, SMS, Mobile Site, Bluetooth - 17 August 2010
Media placement: BTL-Activity - Troops Of Costumed Agents At Selected Cities, Reallife Games - 17 August 2010
Media placement: Outdoor Advertising - Teasing Posters And Flyers On The Streets - 17 August 2010
Media placement: Viral Videos - YouTube, Vkontakte - 8 August 2010
Describe the brief/objective of the direct campaign.
In 2010, Red Energy - a mobile tariff plan from MTS, equipped with unlimited options for hassle-free communication, expected both to raise its awareness and sales and to engage its 14-25 year old target audience in a Unique Experience.
The experience was the Red Quest - a new lifestyle that includes an off-line game, online communities, contests, and MTS services. The idea was to create a story which people would buy into and then get involved into real action to understand how MTS can help them be more efficient in the modern reality.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In summer of 2010 Moscow lived though an environmental catastrophe. We invited our audience into a game - Red Quest - a story based on a legend of the Guardians, who hold the Secret to saving the Earth from the ecological collapse. Players took on the role of the Seekers, and made it their duty to find the Guardians and bring the Peace back.
The Red Quest game engaged enormous audiences through a complicated and unique mix of media and communication channels: groups for different target audiences in social media, games integration, online and offline media placements, mobile, guerilla, events...
Explain why the creative execution was relevant to the product or service.
The innovation and uniqueness of Red Quest is in its tight integration of online and offline. Platform is online but players have to complete tasks in the real world. They can also choose to solve online puzzles and help their teams increase their point counts. Mobile phone becomes an indispensable medium for each player, every team. As the centre of online communication it is the source of daily team challenges, personalized content.
To help Seekers, Red Energy tariff plan provided them with tariff options for unlimited calls, sms and mms, unlimited mobile internet as well as additional tips and hints.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
More than 3 mln 500 thousand unique users visited the sites

More than 1 036 000 people registered in Red Quest

On average we had more than 80 000 hosts a day
UGC:

400 youtube videos.

20 thousand personalized videos.

250 000 accumulative views on youtube.

Red Quest became number 1 among all branded applications for the Vkontakte
The Red Energy Tariff Plan awareness reached 83% of the Target Audience

The churn level decreased by 15% for the Red Energy tariff plan, making it a tariff with the lowest churn rates
Sales were up 20% during the campaign