Star Hit DM YOU'RE A STAR by Saatchi & Saatchi Moscow

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YOU'RE A STAR

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Industry Magazines
Media Direct marketing
Market Russia
Agency Saatchi & Saatchi Moscow
Creative Director Stuart Robinson
Art Director Anna Pushkareva
Copywriter Daria Dereglazova
Released December 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: INTERMEDIAGROUP JSC
Product/Service: MAGAZINE
Agency: SAATCHI & SAATCHI RUSSIA
Date of First Appearance: Dec 1 2010
Entrant Company: SAATCHI & SAATCHI RUSSIA, Moscow, RUSSIA
Entry URL: http://textype.ru/fest/starhit/
Art Director: Anna Pushkareva (Saatchi & Saatchi Russia)
Copywriter: Daria Dereglazova (Saatchi & Saatchi Russia)
Creative Director: Stuart Robinson (Saatchi & Saatchi Russia)
Digital Art Director: Anton Drukarov (Saatchi & Saatchi Russia)
Media placement: Internet - Http://www.starhit.ru/ - 1 December 2010

Describe the brief/objective of the direct campaign.
StarHit is a Russian magazine about celebrities, like Hello or OK! But with one big difference. Editor-in-Chief Andrey Malakhov is a celebrity himself.

The campaign's objective was to both build brand awareness and generate higher reader involvement from their female, mainly office worker readers who find the life of celebrities fascinating.

Our strategy was to draw these women into the limelight, make them a star for a moment and experience part of the lives they read about for real.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
How do you make the ordinary extraordinary? You make everyone a star. The solution was a viral campaign on the website.

Upload your photo, name and phone number and immediately a video of the Starhit editorial meeting begins.
The Editor-in--Chief Andrey Malakhov is desperately searching for the next ‘Face’ of the magazine with no luck. Until someone holds up a cover with, you guessed it, you on the cover. Malakhov is ecstatic. So much so he has to call you immediately. Your phone rings and there he is congratulating you.

Explain why the creative execution was relevant to the product or service.
Getting brand involvement with a magazine that deals with the unattainable world of celebrity meant bringing celebrity to the readers.

By giving them the chance to be, literally, a part of that rarefied world. And how did we get the word out? We emailed selected subscribers with a description of the project and a link and allowed the news to spread virally.

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.
As at March 31there were 203,871 total visits to the site.

141,871 were unique visits.

The average time on the site was 3.5 minutes and

118,366 calls were made by Malakhov to the newest celebrities in Russia.