LOVE AFFAIR WITH DICAPRIO
| Title | LOVE AFFAIR WITH DICAPRIO |
| Brand | MOSCOW 24 TV CHANNEL |
| Product/Service | MOSCOW 24 TV CHANNEL |
| Category |
A05. Media & Publications |
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Entrant
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MOSCOW MEDIA, RUSSIA
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Idea Creation
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MOSCOW MEDIA, RUSSIA
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Credits
| 1.Idea: Tupikov Anton, Alexey Vershinin 2.Cameraman: Ivan Kolpakov 3.Montage: Renat Ishkulov 4.Producers: Anastasia Shaporeva, Natalia Leonenok 5.Graphic art: Alexey Skliznyov 6.Soundman: Dmitry Malak |
Moscow Media JSC |
Creative |
The Campaign
We found DiCaprio’s "twin" and made him the project's entity.
During a month we had been preparing him, training him, creating a special diet and even attending hypnosis sessions.
Together with fitness-trainers and stylists we had been finishing his image.
Every day people had been watching the process in the Internet diary of our hero.
The photo shooting in a mall became a turning point. We recreated the legendary ship and suggested everyone to hug their favourite actor.
Execution
The photo shooting in a mall became a turning point. We recreated the legendary ship and suggested everyone to hug their favourite actor.
The campaign has gained huge popularity not only in Russia but also beyond its borders. A lot of top world’s top mass media, among them The Washington Post, The Independence and Wall Street journal, wrote about the project.
- We have got free media coverage worth over 1 million $
- The increase in a female audience in social networks is over 30%
- The level of a post citation of the project “The romance with DiCaprio” has increased of more than 2000%* in social networks
The Situation
The campaign has gained huge popularity not only in Russia but also beyond its borders. A lot of top world’s top mass media, among them The Washington Post, The Independence and Wall Street journal, wrote about the project.
The Strategy
TARGET AUDIENCE:
Women 25+
INSIGHT:
Many women dream about DiCaprio embrace
SOLUTION:
We decide to give them this opportunity!