Nacheku.ru Promo, Case study NAKED LUDMILA by RA Voskhod

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NAKED LUDMILA

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Industry Website
Media Promo & PR, Case study
Market Russia
Agency RA Voskhod
Creative Director Andrey Gubaydullin
Copywriter Anton Kotovskiy
Released March 2012

Credits & Description

Category: Technology and Manufacturing
Advertiser: NACHEKU.RU
Product/Service: LINK-SHARING WEB SERVICE
Agency: VOSKHOD
Creative Director: Andrey Gubaydullin (Voskhod)
Media-Director: Mikhail Pishvanov (Voskhod)
Copywriter: Anton Kotovskiy (Voskhod)
Media placement: event - Ekaterinburg city center - 10-12 March 2012
Media placement: internet - e1.ru, r66.ru, ura.ru, lenta.ru, inteafax.ru, just-media.ru, etc - 10-19 March 2012
Media placement: TV - channel 4, e2-e4, Vesti, studio 41, REN-TV etc - 10-19 March 2012

Summary of the Campaign
Client:
Nacheku.ru is a new link-sharing web service and a type of ‘anti’-social network, where users can access any type of information without revealing any personal data.

Goal:
To promote the Nacheku.ru service in Ekaterinburg, display its unique features, and spread the idea that social networks are unsafe to a wider audience. When posting personal data and photos, users are posing a serious risk to their image and reputation.

Solution:
We invented a fictional school teacher, called Ludmila Frolova, whose daughter supposedly posted some pictures of her mum wearing nothing but a swimsuit. These pictures caused outrage amongst the parents of her pupils.

The Situation
In this campaign we had to promote a new network, Nacheku.ru, in Ekaterinburg. Nacheku.ru is a link-sharing web service and a type of ‘anti’-social network, which users can access without revealing any personal data. We had to remind people that when posting personal data and photos in social networks etc., users are posing a serious risk to their image and reputation. We had a really small budget ($3000).

The Goal
To promote the Nacheku.ru service in Ekaterinburg, display its unique features, and spread the idea that social networks are unsafe to a wider audience. When posting personal data and photos, users are posing a serious risk to their image and reputation.

The Strategy
We invented a fictional school teacher called Ludmila Frolova, whose daughter supposedly posted some pictures of her mum wearing nothing but a swimsuit. These pictures caused outrage amongst the parents of her pupils.

Execution
Step 1. An installation was set up in the middle of Ekaterinburg city centre, featuring a bed and a large photo of Ludmila in a swimsuit. This installation immediately stirred up huge interest in the media. Ludmila’s pictures were all over the TV evening news and the internet.

Step 2. We tipped off reporters that the campaign was started by the school children’s parents, outraged by the teacher’s ‘amoral’ behaviour. The media turned the story into such a scandal that the entire city was talking about Ludmila’s swimsuit pictures.

Step 3. On behalf of Ludmila we contacted the media, begging them to stop it and leave her alone. However, the story was only just starting to gain momentum. ‘Naked Ludmila’ was the week’s top story and an internet meme.

Step 4. We revealed all, informing the media that Ludmila Frolova never really existed, and that the project was commissioned by Nacheku.ru.

Documented Results
Result: The name Nacheku.ru, as well as the disgraced teacher story was instantly all over the evening news, blogs, forums etc., and the website received over 60,000 hits the following week. Additionally, we got free (earned) media worth $200,000.