ROSE INDEX

TitleROSE INDEX
BrandTHE VILLAGE
Product/ServiceAN ONLINE MOSCOW MAGAZINE
Category B02. Microsites
Entrant LEO BURNETT MOSCOW, RUSSIA
Idea Creation LEO BURNETT MOSCOW, RUSSIA
Credits
Name Company Position
Ilya Pryamilov Leo Burnett Moscow Creative Director
Yulia Grezina Leo Burnett Moscow Art Director
Alexey Kalyan Leo Burnett Moscow Copywritter
Dmitry Ulmer-Morozov Freelance Programmer

Background

Once a political holiday, March 8 or International Woman’s Day is now for Russians just an occasion to show their feelings to their loved ones and to please them with various gifts and flowers. As a rule, the latter are bought at the last moment and flower shops take an advantage of the rush and crank up the price. The Village, an online magazine for smart Moscow citizens, decided to fight this trend.

Describe the strategy

Using the currency exchange rate sites as a model, The Village created a Rose Exchange Rate Site where the price of a single flower was tracked daily via a special algorithm, which analyzed more than 500 Moscow flower shops.

Describe the execution

From March 1st to March 8th, the result was updated every hour so readers could observe the alarmingly steady increase in price of a rose – and get directions or links to places where they could buy the cheapest bouquet in town.

List the results

Massive posts in social media - people shared a link on site trying to share and help their friends to save money on flowers. Numerous media supported the idea. As a result thousands of sons, husbands and lovers ordered their roses on the internet in advance saving their money and causing some expected frustration among the greediest flowermongers. That’s how The Village proved their motto: spreading information that makes life in the city better.