Title	HOW CAN A ROBOT SELL THE PHONE?
Brand	YOTA DEVICES
Product/Service	YOTAPHONE
Category	A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN
Entrant Company	LOOK AT MEDIA MOSCOW, RUSSIA
Advertising Agency	LOOK AT MEDIA MOSCOW, RUSSIA

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
Phillip Karetov	Look At Media	Copywriter
Nikolay Bastrakov	Look At Media	Digital Designer
Alexey Zaikin	Look At Media	Project Manager
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.

Describe how the promotion developed from concept to implementation

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 different features of Yotaphone 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.

Describe the success of the promotion with both client and consumer including some quantifiable 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 2 times higher than the average in this media.

Explain why the method of promotion was most relevant to the product or service

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 and consider buying it after the experience. So we solved tricky distribution situation and created a totally new experience for online retail.