Title	NIGHT FLIGHT SHOW VOL.2
Brand	S7 AIRLINES
Product/Service	S7 AIRLINES
Category	B06. Use of Events
Entrant	EVENTUM PREMO Moscow, RUSSIA
Idea Creation	EVENTUM PREMO Moscow, RUSSIA
Media Placement	EVENTUM PREMO Moscow, RUSSIA

Name	Company	Position
Stanislav Fursov	Eventum Premo	Creative Producer
Alina Abramova	Eventum Premo	Account Director
Janna Zavisha	Eventum Premo	Account Manager
Roman Bokov	Eventum Premo	Creative Director

Why is this work relevant for Media?

The event has become almost an advertising campaign. Before the event, many people wanted to visit this event. Those who were not invited watched it online. Many people wrote about the event in social media and the event was noticed by glossy magazines / specialized media / blogs

Background

For the second consecutive year, S7 Airlines, celebrating the birthday of the S7 Priority bonus program, gives passengers the opportunity to win 1,000,000 miles. The main task was to make the competition for a valuable prize in the way that no one had any doubts that the drawing was going on fairly, and it would be interesting to follow it. The event was held in an immersive format where people traveled to different locations - countries and, as a result, received a five-digit ID of one of the participants of the bonus program who received the coveted million miles. There were only 100 people at the event, and millions of people watched the drawing live.

Describe the creative idea/insights

When developing the concept, we took into account the behavioral habits of the S7 Airlines target audience, as well as the latest trends in the event market. Hence we got the idea to make an immersive show, which will not only be interesting to participate, but also to watch online. "(The goal was to broaden the audience of the project ). Analogues could not be found, so the entire format was invented from scratch. In the course of the project, the holding title Experience Fiction, which goes now with it together, was assigned to the new format. At the event, each location was created in a separate room and with its own specifics. Guests of the Night Flight Show, divided into crews, went on an exciting journey. In Bangkok, Barcelona, Tokyo, Gorno-Altaisk and Berlin. Each location was any person could become a guest of the event by broadcast.

Describe the strategy

10 days before the show on the Internet, there were cryptic messages from a cybernetic mask character who told about the details of the event and invited to watch the show. The event itself was broadcast in instagram, Facebook and VK and on the company's website, the visitor could watch the stream of any of the pages. During the stream people could see promotional codes on the walls of the site and use them when buying tickets and get a discount, this fact encouraged users to watch the stream till the end. Also bloggers and influencers were invited to the event, who shared content in their social networks and drawing of tickets to attend the event has been organized a few days before the event.

Describe the execution

The user registers in the loyalty program, he / she is assigned a unique ID code. After that at a specially organized event, the invited guests themselves determine the numbers from which the ID code was formed. Guests of the Night Flight Show went on an exciting journey. In Bangkok they were blessed by a real Buddhist monk, and a hand-picked monkey pulled out a lucky number. In Barcelona, guests wearing headphones, fell on a real rave. In Tokyo, they visited the tattoo studio and pulled out the number with the help of Pikachu. In Gorno-Altaisk, the number was obtained with the help of a real shaman who called on the Spirit of Altai. And in Berlin the guests voted for the participants in the dance battle. After the event, many media wrote about it and shared videos. Invited bloggers shared content and got people involved in brand services.

List the results

5 359 196 - the project outreach 4,290,634 - teaser and stream hits 26 000 people who fulfilled the terms of the promotion