Hotpoint Digital, Case study Gentle Cash Wash By Hotpoint by Friends Moscow

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Gentle Cash Wash By Hotpoint

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Industry Washing Machines
Media Digital, Interactive & Mobile, Case study
Market Russia
Agency Friends Moscow
Creative Director Eliseev Denis, Arina Avdeeva
Art Director Alexander Bayartaev
Copywriter Alexander Boyko-Babiy
Creative Nikita Shipov
Production Bakehouse
Released September 2016

Awards

ADCR Awards 2017
Promotions & New Media Promotions Silver
Integration & Innovation Content Ideas Bronze

Credits & Description

Original Title: Бережная стирка на миллион
Client: Whirlpool Russia
Agency: Friends Moscow
Creative Director: Denis Eliseev
Creative Director: Arina Avdeeva
Account Manager: Anna Giers
Creative: Nikita Shipov
Art Director: Alexander Bayartaev
Copywriter: Alexander Boyko-Babiy
Digital Producer: Peter Fomichev
Video Producer: Alya Lugovaya
Video Production
Bakehouse Production
Director / Dop: Konstantin Korobkin (Duffus)
MARKETING COMMUNICATIONS MANAGER: ANNA VLASOVA
PR&DIGITAL MARKETING COMMUNICATIONS MANAGER: ANNA SERGIENKO
BRAND SPECIALIST, ATL&PROMO: INNA SHKURO

Synopsis:
Situation: The new peak of the financial crisis in Russia — when the importance of money was highly raised. Brief: Show that Hotpoint Natis washing machine is perfect for delicate washing. Objective: Create product-oriented, viral, yet low-budget campaign.To show that Hotpoint Natis washing machine is perfect for delicate washing, we decided to wash the thing you really care of — a million rubles in cash.Show the functional benefit through the entertaining content — and build awareness about Hotpoint Natis delicate wash feature by using the Million Ruble Delicate Wash as a product demonstration and center of the campaign.The campaign was divided on the two phases: — Announce — LivestreamIn the first phase we created a promo site to announce our intention to wash one million rubles live and invited people to share these news in social network. On the appointed time we aired livestream on youtube and Facebook, where we first showed the money and then washed it for 46 minutes live. After wash we demonstrated that money is safe by using UV scanner. The whole sum was loaned from the bank a day before the live stream and returned back the next day after drying. Total reach of the campaign (including announces, shares, livestream, publications, banners, in store announces) was approx. 13 000 000 Average view duration approx. 1,5 minutes. Brand consideration increased on 19%. After the campaign the market share of Hotpoint Natis washing machine model line was increased on 13%