YOTA SPACE by 300million, W Communications London for Yota

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YOTA SPACE

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Industry Internet Service Providers
Media Promo & PR, Case study
Market Russia
Agency 300million
Agency W Communications London
Director Adam Brown, Kevin Chapman
Creative Director Martin Lawless
Designer Kerry White
Producer Louise Segal
Released September 2012

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: YOTA
Product/Service: WIRELESS BROADBAND
Project Director/Co-Curator: Aleksandra Sanches-Peres (Yota Group)
Marketing Director/Co-Curator: Danielle Atkins (Yota Group)
PR Director: Chris Cook (Yota Group)
PR Director: Alina Kippasto (Yota Russia)
Logistics: Sofia Alexeeva (Yota Russia)
Logistics: Veronika Savchuk (Yota Russia)
Technical Director: Anton Antonov (Yota Russia)
Advertising: Daria Kratnova (Yota Russia)
Managing Director: Warren Johnson (W Communications London)
Head of Publicity: Annabel Fox (W Communications London)
Head of Talent: Kim Machray (W Communications London)
Creative Director: Martin Lawless (300million)
Client Director: Nigel Davies (300million)
Account Director: Merrill McAtear (300million)
Design Director: Natalie Bennett (300million)
Designer: Kerry White (300million)
Executive Producer: Dan Atkins (Broadcast TV Ignite)
Director: Kevin Chapman (Broadcast TV Ignite)
Director: Adam Brown (Broadcast TV Ignite)
Producer: Louise Segal (Broadcast TV Ignite)
Media placement: Digital Arts Festival / Exhibition - St Petersburg - 5-19 December 2010
Media placement: International Press Release - Inc. Monocle, Creative Review, Shiny Shiny, Contagious, Urban Junkies, Anorak - 23 November - 5 December 2010
Media placement: International Broadcast - Inc. CCTV International, 5 Channel, One Channel - 5 December 2010
Media placement: Domestic Press Release - Inc. Tatler, OK, Hello, Maxim, FHM, Metro – Russia, Time Out, Российская Газета, - 5 December 2010
Media placement: International Media Hosting - Inc. FT, WIRED, Wallpaper*, Independent, I - 4-8 December 2010
Media placement: Post-Event Write-Ups - Inc. FT, WIRED, Wallpaper*, Independent, Dazed Digital, Trend Hunter, Hedge, Won - 10-15 December 2010

Summary of the Campaign
In December 2010, Russian wireless broadband company Yota staged Yota Space, a two-week celebration of interactive digital art, on a scale never seen before.

Following a successful launch in 2009, Yota had already generated high levels of awareness in its key markets. But with the increasing importance of international expansion, Yota needed to create a PR vehicle that would generate awareness among influencers across the globe.

Yota turned its back on traditional sponsorship and above-the-line channels and took the bold decision to invest a massive 80% of its marketing spend in the curation of its own digital arts festival, transforming Yota’s marketing strategy from media spend to an IP investment.

Showcasing the world’s leading digital artists, Yota Space received more international media coverage than the Moscow International Film festival. It generated broadcast coverage reaching more than 21m viewers across 19 countries. In just two weeks it secured more than 500 pieces of international press coverage reaching 26.7m people, including glowing reviews in The FT, Monocle and Wallpaper*.

Yota Space received acclaim in markets where the brand had no previous footprint and has been ranked by the FT alongside Art Basel - an outstanding endorsement of Yota’s creativity, culture and ambition.

The Situation
Yota is a wireless broadband internet company from Russia, providing 4G internet services to more than 700,000 customers in Russia with networks already being built in Nicaragua, Belarus and Peru.

Following a successful launch in 2009, Yota had generated high levels of awareness in its markets, but with the increasing importance of its international expansion, it needed to create a big global impression. Yota wanted to create an impact that would set it on its way to becoming a major player on the world communications stage and further its global ambition.

The Goal
A traditional big-brand approach would be to buy large-scale, expensive sponsorship properties. However, Yota didn’t have this level of spend, nor did it want to adopt this approach. Its vision was to create something that was unique and truly ownable, rather than a badging exercise.

Yota wanted to create a PR vehicle that would generate awareness among the international influencer community. It wanted to produce something that would build an emotional connection with current and potential customers around the world to demonstrate the innovation and creativity inherent in the Yota brand.

The Strategy
The internal Yota team turned its back on traditional sponsorship and above-the-line spending channels. It took the highly risky decision to invest a massive 80% of its total marketing budget in the curation of its own branded cultural event - the world’s biggest digital arts festival. It was a decision that was set to transform Yota’s marketing strategy from a simple media spend into an IP investment with global reach and cultural significance.

And so 'Yota Space' was born; a genuine cultural event that was part art exhibition, part music festival and part interactive theatre that would gain worldwide acclaim and provide a vehicle to communicate the essence of Yota’s internal culture to a worldwide audience.

Execution
A two-week digital art extravaganza, Yota Space kicked off on 5th December and ran until the 19th. Transforming a 15,000-sq ft space in a five-floor disused Stalinist-era shopping mall in the centre of St Petersburg into an awe-inspiring exhibition space, Yota Space brought together 23 renowned interactive artists and 26 installations under one roof for the first time ever.

The festival was launched by a spectacular projection-mapping show, that provided a platform for a communications drive that reached out to international creative, art, music and national press as well as broadcast media.

Over the two-week period global artists premiering their inspirational work, creating a statement about Yota’s creativity and innovation and a providing platform for communicating this to international influential media. This was at the heart of an integrated local and global PR campaign, amplified by broadcast and online, and including a TV show commissioned and syndicated to 19 countries.

Documented Results
Fulfilling its global PR ambition, broadcast coverage of Yota Space has reached more than 21m global viewers across 19 countries. The festival also delivered more than 500 pieces of international press coverage in two weeks, reaching 26.7m people and included glowing reviews in influential international media including The FT, Monocle, Wallpaper*, Wired and Creative Review.

Crucially, for Yota, Yota Space has received specific acclaim in markets where the brand had no previous footprint.

More than 20,300 people visited Yota Space and international coverage drove 541,852 views on the Yota Space YouTube channel and 190,000 live streams on opening night. Blogger references have reached more than 1.8m unique users and Yota Space gained 86,988 fans and followers on social networks.

Rewarding Yota’s ambition to create an international cultural event, Yota Space has been ranked by the FT alongside Art Basel - an outstanding endorsement of Yota’s creativity, culture and ambition.