Winners & Shortlists

HOW CAN A ROBOT SELL THE PHONE?

TitleHOW CAN A ROBOT SELL THE PHONE?
BrandYOTA DEVICES
Product/ServiceYOTAPHONE
Category A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN
Entrant Company LOOK AT MEDIA MOSCOW, RUSSIA
Advertising Agency LOOK AT MEDIA MOSCOW, RUSSIA
Credits
Name Company Position
Andrey Sivkov Look At Media Creative Director
Maria Gelman Look At Media Digital Creator
Maxim Kayumi Look At Media Digital Creator
Alexander Rybyakov Look At Media Head Of Special Projects
Alexey Zaikin Look At Media Project Manager
Phillip Karetov Look At Media Copywriter
Nikolay Bastrakov Look At Media Digital Designer
Anton Platonov Look At Media Developer
Max Savchenko Look At Media Developer
Anastasiya Komolova Look At Media Senior Account Manager
Maxim Yakhontov Hello Computer Creative Technologist
Alexander Stavtsev Hello Computer Developer
Leonid Kovalev Hello Computer Producer
Olga Abramova Yota Devices Art Director
Polina Kazakova Yota Devices Digital Marketing Manager
Yana Andrzheevskaya Yota Devices Digital Marketing Pm

The Brief

In 2013 Yota Devices launched the new smartphone with 2 displays. The newborn phone was highly appreciated among techno geeks and experts, but not all the consumers got the idea of the second screen. Yotaphone was distributed mostly through e-commerce and consumers couldn’t try the new phone offline and get familiar with the second screen features. So our challenge was to make users experience Yotaphone through online channel and motivate them to make a purchase on e-commerce site.

Creative Execution

Remote test-drive with robohand helped us to strengthen technological spirit of Yotaphone and prove that a truly innovational product needs an innovational way of test-drive. Moreover we utilized online channel to make users interact with the phone without any barriers like finding or visiting offline stores. So we solved tricky distribution situation and created a totally new experience for online retail.

Describe the creative solution to the brief/objective.

We created a remote test-drive of Yotaphone. Users could connect to robotic hand on micro-site and control it like their own one. During 3 experiments users could test Yotaphone features with robohand and see the result in broadcasted video. If users liked the experience they could pass to e-shop and buy the phone online. So everyone was able to make a test-drive of Yotaphone just sitting home on a sofa without going offline. As a result of the project we expected users to learn more about Yotaphone features, test them, get interested with the product and consider it for purchase.

Results

As a result of the project we gave more than 600 000 users a chance to experience Yotaphone with robohand and reveal its unique features. Interactive through rate of the project was 5%, which is more than 3 times higher than the average in online media.