OK I AM SAFE! by Talan Proximity Kyiv for 5OK.COM.UA

Adsarchive » Promo , Case study » 5OK.COM.UA » OK I AM SAFE!

OK I AM SAFE!

Pin to Collection
Add a note
Industry Retail, Distribution & Rental companies, Website
Media Promo & PR, Case study
Market Ukraine
Agency Talan Proximity Kyiv
Creative Director Pavel Dedkov - Kurt Novack
Copywriter Artem Karelin
Released October 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: 5OK.COM.UA
Product/Service: ONLINE ELECTRICAL RETAILER
Agency: TALAN PROXIMITY UKRAINE
Date of First Appearance: Oct 10 2009 12:00AM
Entrant Company: TALAN PROXIMITY UKRAINE, Kiev, UKRAINE
Account Manager: Andrey Chumak (Talan Proximity Ukraine)
Creative Director: Pavel Dedkov (Talan Group)
Copywriter: Artem Karelin (Talan Group)
Media placement: DM of safety mask - 2000 units - DM in Kiev, Dnepropetrovsk - 10.10.09

Results and Effectiveness
4 promoters distributed 2,000 masks during only 40 minutes instead of the usual 2 hours for that number of items. 2,000 of citizens livened up with 5ok.com.ua’s smiling advertising channel. 20% of website traffic growth a week and about 30% of sales growth have resulted from our campaign.

Creative Execution
The face mask became an informational channel to send our message “I am safe – online shop of home appliances 5ok.com.ua”. Owners of such masks demonstrated their flu immunity. At the same time, the message about safe online purchases on 5ok.com.ua store tells that you can shop without going out. We chose two most crowded cities with the most active users of online shopping for our DM campaign.

Insights, Strategy & the Idea
Online shop 5ok.com.ua was suffering from damages and absence of visitors. Users are afraid to buy home appliances online. Budget was about $300. In September a flu epidemic was widely spreading in Ukraine. People were afraid to go out shopping without their masks on. This shaped a need for extra protection for the targeted audience and as a result a deficit of face masks. So we used this as our hook.