| Title | THE POWER OF SUPPORT |
| Brand | ONLINE-NEWSPAPER ZNAK.COM |
| Product/Service | ONLINE-NEWSPAPER ZNAK.COM |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
Entrant Company
|
VOSKHOD Yekaterinburg, RUSSIA
|
|
Advertising Agency
|
VOSKHOD Yekaterinburg, RUSSIA
|
Credits
| Andrey Gubaydullin |
Voskhod |
Creative Director |
| Darya Ovechkina |
Voskhod |
Copywriter |
| Anton Rozhin |
Voskhod |
Copywriter |
| Vladislav Derevyannykh |
Voskhod |
Art Director |
| Dmitry Maslakov |
Voskhod |
Art Director |
| Dmitry Donik |
Voskhod |
Supervisor |
The Brief
In December 2013 the independent online-newspaper Znak.com celebrated it’s first anniversary. During this year it entered the Top 10 of internet media in Russia supported by the reader’s interest. It was time to thank the readers for their support.
Describe how the promotion developed from concept to implementation
We printed two books: 500 pages of Znak.com’s articles and 500 pages of the readers’ comments. Without any adhesive, we bound the books together page by page. Supported only by the friction force between the pages of the books, we raised editor-in-chief Aksana Panova more than 18 meters in the air. This represented the connection that keeps Znak.com from falling.
Describe the success of the promotion with both client and consumer including some quantifiable results
The stunt was widely discussed in the media and led to a wave of visitors to Znak.com. The number of unique visitors increased by 9% right after the video premiere.
The next day, it was named “video of the day” and aired hourly on a popular national TV channel “Dozhd”. It was also aired hourly on the national TV channel “Channel 5”, and published by the largest news portals. Overall it got 1.8 million views just in three days.
Thanks for the support.
Explain why the method of promotion was most relevant to the product or service
We used no adhesive at all to show the fair relations of the web-site and it's readers.