MILLION RUBLE DELICATE WASH
| Title | MILLION RUBLE DELICATE WASH |
| Brand | WHIRLPOOL RUS |
| Product/Service | HOTPOINT |
| Category |
B03. Crisis Communication & Issue Management |
|
Entrant
|
FRIENDS Moscow, RUSSIA
|
|
Idea Creation
|
FRIENDS Moscow, RUSSIA
|
|
Production
|
BAKEHOUSE (VIDEOPRODUCTION) Moscow, RUSSIA
|
Credits
| Eliseev Denis |
Friends Moscow |
Creative Director |
| Arina Avdeeva |
Friends Moscow |
Creative Director |
| Anna Giers |
Friends Moscow |
Account manager |
| Nikita Shipov |
Friends Moscow |
Creative |
| Alexander Bayartaev |
Friends Moscow |
Art-director |
| Alexander Boyko-Babiy |
Friends Moscow |
Copywriter |
| Peter Fomichev |
Friends Moscow |
Digital producer |
| Alya Lugovaya |
Bakehouse Production |
Video producer |
| Konstantin Korobkin (Duffus) |
Bakehouse Production |
DOP |
| Anna Vlasova |
Whirlpool RUS |
Marketing communications manager |
| Anna Sergienko |
Whirlpool RUS |
PR&Digital Marketing Communications manager |
| Inna Shkuro |
Whirlpool RUS |
Brand specialist, ATL&Promo |
The Campaign
To show that Hotpoint Natis washing machine is perfect for delicate washing, we decided to wash the thing you really care of — a million rubles in cash.
Execution
The campaign was divided on the two phases:
— Announce
— Livestream
In the first phase we created a promo site to announce our intention to wash one million rubles live and invited people to share these news in social network.
On the appointed time we aired livestream on youtube and facebook, where we first showed the money and then washed it for 46 minutes live. After wash we demonstrated that money is safe by using UV scanner.
The whole sum was loaned from the bank a day before the live stream and returned back the next day after drying.
Total reach of the campaign (including announces, shares, livestream, publications, banners, in store announces) was approx. 13 000 000
Average view duration approx. 1,5 minutes
Brand consideration increased on 19%
After the campaign the market share of Hotpoint Natis washing machine model line was increased on 13% in the targeted cities.
The Situation
Campaign took place on highly discussable and important background of economic crisis in Russia, when money became the ultimate value. To play on that urgent topic, we decided to make a brave move and use money as a theme for our product campaign and wash one million rubles live. Bold and simple mechanics attracted attention of thousands people and disrupted the common concept of delicate washing.
The Strategy
Build awareness about Hotpoint Natis delicate wash feature by using the Million Ruble Delicate Wash as a product demonstration and center of the campaign.
The core audience of the campaign was young families, who consider buying new washing machine.
We targeted main lifestyle, tech and fashion media with our teaser video and invited everyone to watch the stream live.