PRE-ROLL DRAMA “THE BUZZ”
| Title | PRE-ROLL DRAMA “THE BUZZ” |
| Brand | ROSTELECOM |
| Product/Service | CONSUMER SERVICES ROSTELECOM |
| Category |
C03. Data Driven Targeting |
|
Entrant
|
BOOTLEG Moscow, RUSSIA
|
|
Idea Creation
|
BOOTLEG Moscow, RUSSIA
|
|
Media Placement
|
DENTSU X Moscow, RUSSIA
|
|
Production
|
FOCUS FILMS MOSCOW, RUSSIA
|
Credits
| Alesha Starodubov |
BOOTLEG |
Creative director |
| Anton Chalov |
BOOTLEG |
Senior Art-director |
| Nikita Nikiforov |
BOOTLEG |
Senior copywriter |
| Vladimir Pervozvansky |
BOOTLEG |
Account director |
| Olesya Paskhina |
BOOTLEG |
Account manager |
| Ekaterina Kryuchkova |
BOOTLEG |
Producer |
| Anastasiya Nikolskaya |
BOOTLEG |
Assistant Producer |
| Elena Dobrokhotova |
Rostelecom |
Marketing director |
| Alexander Tugarin |
Rostelecom |
Head of B2C marketing |
| Stasya Oborotova |
Rostelecom |
Head of marketing communications group |
| Darya Mansurova |
Rostelecom |
Marketing communications manager |
| Nikita Shipov |
Rostelecom |
Art-director |
| Elena Ershova |
Rostelecom |
Head of media planning department |
| Alexey Maximovich |
Rostelecom |
Head of digital media |
| Dmitriy Grachev |
Focus Films Moscow |
Director |
| Mikhail Hasaya |
Focus Films Moscow |
DOP |
| Katya Zhavoronkova |
Focus Films Moscow |
producer |
| Irina Silina |
Focus Films Moscow |
CEO |
| Julia Lobankova |
Focus Films Moscow |
Second director |
| Lera Palamarchuk |
Focus Films Moscow |
Assistant Producer |
| Victor Lamm |
Focus Films Moscow |
Composer |
| Jana Belova |
Dentsu Aegis Media |
Client service director |
Describe the use of data, or how the data enhanced the campaign output
The main task was to achieve maximum views for all the episodes of the pre-roll drama keeping users engaged from the first episode till the last and making sure that these episodes were shown in the right sequential order.
To make this communication possible – regardless how (paid or organic reach), where (youtube or any other website / mobile or desktop) and when users saw an episode – a complicated solution with include/exclude remarketing lists for each episode was implemented. As a result a unique scenario is created for each individual user. Considering the number of episodes and points of interactions with users it is save to say that the number of these scenarios exceeds hundred of thousands.
Why is this work relevant for Media?
This work shows how the right balance and collaboration between media approach and storytelling helps brands to achieve their audience in the most relevant and engaging way.
Background
Rostelecom – a telecom operator that has 34 different products and features ranging from mobile internet to smart home. However few people knew about this fact and still associated the brand with broadband and landline connection only. Our task was to build awareness among family audience for a wide range of products that Rostelecom has.
Describe the creative idea/insights
In order to build awareness for 34 completely different products from Rostelecom among family audience we created a pre-roll drama “THE BUZZ” – online series with 34 episodes shown in pre-rolls where telco products are naturally integrated into the series plot. Each episode lasts 10 seconds and follows up the story of the previous one. All episodes together form one single story of an unexpected phone call that ruins a pleasant family evening and questions family relationships.
Describe the strategy
The key objective was to build awareness for completely different products among family audience. That’s why we used culturally relevant and widespread leisure format – a series and used pre-rolls as a main media that doesn’t need any additional effort from people. Using these two things as a starting point, we created a scenario that combined engaging storyline with all the 34 products and joined it with smart media approach that in general helped us to achieve set goal.
Describe the execution
One of the unique features of this campaign is that all 34 episodes were shown to users in pre-rolls in a consecutive order, from the first episode to the last, revealing the whole story piece by piece and introducing a new product with each episode. We created more than hundred of thousands of distinctive user journeys to make sure that every individual user is targeted with a proper next episode, regardless of time, websites they visit (sport, leisure, fashion, news, cinema etc.) or devices they use (ios, android, windows, mac).
List the results
Views - 32 513 225
Site visits - 651 346
CTR - 0,64% (147% over expected plan)
Impressions - 102 297 114