2B-B2B-B-B2C by PR KVADRAT/TECHNOTRADE for PR KVADRAT

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2B-B2B-B-B2C

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Belarus
Agency PR KVADRAT/TECHNOTRADE
Creative Director Illia Kukharau, Pavel Dedkov - Kurt Novack
Art Director Sergei Schutski
Client Service Director Tatiana Alekseenko
Designer Dmitri Shelepnev
Released December 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: PR KVADRAT
Product/Service: SELF PROMOTION
Agency: PR KVADRAT/TECHNOTRADE
Date of First Appearance: Dec 23 2010
Entrant Company: PR KVADRAT/TECHNOTRADE, Minsk, BELARUS
Entry URL: http://4to-skazhet-president.com/
Head of Digital Department: Nadezhda Rasina (PR Kvadrat)
Creative Director: Pavel Dedkov (PR Kvadrat)
Creative Director: Illia Kukharau (PR Kvadrat)
Senior Copywriter: Maxim Boritko (PR Kvadrat)
Art Director: Sergei Schutski (PR Kvadrat)
Production Manager: Anna Karpova (PR Kvadrat)
Project Manager: Ekaterina Sacovich (PR Kvadrat)
Designer: Dmitri Shelepnev (PR Kvadrat)
Client Service Director: Tatiana Alekseenko (PR Kvadrat)
Account Manager: Tatiana Krasnook (PR Kvadrat)
Flash Designer: Alex Veriovkin (PR Kvadrat)
Media placement: Lottery Promo-Site - Http://4to-Skazhet-President.com/ - December 23, 2010
Media placement: Direct Mailing (Tickets) - Flat Post Mailing - December 25, 2010
Media placement: Direct Mailing (Reports) - E-Mail - January 10, 2011

Describe the brief/objective of the direct campaign.
New Year is a great time for business to introduce new services for the next season. Our agency was challenged to promote its digital services in young Belarus advertising market. Aiming the companies working mainly in b2c sector, we invented an original and convincing strategy "2b2bbb2c" - "to be business-to-business be business-to-consumer".

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We launched a full-scaled digital campaign for general public and offered our clients a familiar role of campaign evaluators. Common people were putting bets on New-Year president’s addresses in “What President will say” lottery, while client marketers were betting on people’s involvement in “How will this campaign work” lottery.

Explain why the creative execution was relevant to the product or service.
B2C campaign was based on a New Year insight relevant to citizens of all post-Soviet countries. Right on the New Year’s Eve a president addresses to its nation. And every year it’s always same boring predictable words. We converted these boring minutes into an online lottery were people predicted possible endings to key phrases in future president's speech.

When B2C campaign was launched we invited clients to play another «special» lottery. How will this campaign work? Current clients and prospects received personal tickets where they could place bets on different campaign performance indicators getting absolutely new digital experience.

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.
Clients were extremely active (95% involvement rate) and quite successful in predicting the campaign results. This led to a multi-fold increase in requests for digital projects, and about 40% increase in digital department turnover in next two months after the campaign.

Great B2B results have followed B2C campaign success: in 6 days with minimum budget we've managed to involve 60 000+ visitors (less 0,02$ per visitor), we received 2000+ blogs and social media references, 93% of visitors played & created a ticket, spending in average 6 minutes on the site.