| Title | CHEKHOV IS ALIVE |
| Brand | GOOGLE |
| Product/Service | GOOGLE: YOUTUBE, YOUTUBE MULTICAM, HANGOUTS AND OTHERS |
| Category |
C05. Co-Creation & User Generated Content |
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Entrant
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ARK CONNECT Moscow, RUSSIA
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Idea Creation
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SLAVA Moscow, RUSSIA
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PR
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KETCHUM MASLOV Moscow, RUSSIA
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Production
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ARK CONNECT Moscow, RUSSIA
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Production 2
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SLAVA Moscow, RUSSIA
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Production 3
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KETCHUM MASLOV Moscow, RUSSIA
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Production 4
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PICHESKY Moscow, RUSSIA
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Additional Company
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PICHESKY Moscow, RUSSIA
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Credits
| Google, SLAVA, ARK CONNECT, Ketchum Maslov, Pichesky |
Google, SLAVA, ARK CONNECT, Ketchum Maslov, Pichesky |
Client & Agencies that worked on the project |
The Campaign
Google took up the challenge of revamping Russian literature using its technological expertise to prove to youngsters that classic books and their content can be as engaging as any other activity on the internet.
Campaign Success
We held a nationwide online casting letting anyone find out which role from Chekhov’s stories would suit them best – July - September, 2015
Social Media (Instagram #Chekhovzhiv, FB, bloggers), partnerships with Moscow summer musical festivals – popular among young people: Ahmad Music Festival, PicniqueAfisha, Faces&Laces, etc., Love Radio – all were used to attract people to online casting. The famous “Evening Urgant” talk-show on Russia’s 1st channel had a program devoted to Chekhov’s online readings.
September 25-26th – Live Stage event - A fantastic cast of common people and celebrities played in a 24 hour-long online theatrical performance live-streamed on YouTube from different parts of the world
Readings took place on 25 stages, live, in Moscow, New York, London & around the world. 700 actors participated in readings online. Russia’s prime channels (ORT & NTV) picked up the news.
Describe the success of the promotion with both client and consumer including some quantifiable results
Project reached over 60% of Russian population
It generated 5,5 billion media impressions
Over 1000 000 people took part in casting
Over 700 000 unique viewers watched the event live
Explain why the method of promotion was most relevant to the product or service
To promote Google technologies and to strengthen brand loyalty we, in the year of literature, turned to Anton Chekhov, one of Russia's most beloved playwrights. We held a 24-hour marathon of online readings of Chekhov's plays. The promo activities included online casting, collection of casting forms, promotion at musical festivals, entertainment for guests at festivals. Collaborating with Chekhov's theatre actors we gave our audience a unique chance to live the lives of Chekhov’s characters. The online activation appealed to the young people’s pride in their rich cultural history, and induced millineals to take up readings of Russian
Google is cementing its leadership position via engaging with the young audience and utalizing some of the most renowned Russian cultural heritage and values.