KAK TEBE TAKOE, ELON MUSK?
| Title | KAK TEBE TAKOE, ELON MUSK? |
| Brand | THE BUSINESS FORUM DELO ZA MALIM |
| Product/Service | THE BUSINESS FORUM DELO ZA MALIM |
| Category |
A06. Consumer Services / Business to Business |
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Entrant
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RUPORT Krasnodar, RUSSIA
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Idea Creation
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RUPORT Krasnodar, RUSSIA
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Media Placement
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RUPORT Krasnodar, RUSSIA
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PR
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RUPORT Krasnodar, RUSSIA
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Production
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RUPORT Krasnodar, RUSSIA
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Post Production
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RUPORT Krasnodar, RUSSIA
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Credits
| Nickolay Andreyev |
Ruport |
Creative Director |
| Konstantin Zhukov |
Ruport |
Creative Director |
| Artem Zakharyan |
Ruport |
Copywriter |
| Ksenia Kantsurova |
Ruport |
Copywriter |
| Arina Shokareva |
Ruport |
Designer |
| Julia Plashinova |
Ruport |
Designer |
| Dmitry Sazonov |
Ruport |
Designer |
| Andrey Sidorov |
Ruport |
Web Designer |
| Ivan Makhotkin |
Ruport |
Motion Designer |
| Aleksander Manzhulov |
Ruport |
Motion Designer |
| Elena Limanenko |
Ruport |
Producer |
| Dmitry Kovalenko |
Ruport |
Brand Manager |
| Roman Levitsky |
Ruport |
Chief Executive Officer |
Why is this work relevant for PR?
Russian province is a hard place to start a business in. To support local entrepreneurs, we invited Elon Musk to the Delo Za Malim buisness forum in Krasnodar. We had placed a billboard right by SpaceX LA headquarters, with a QR-code leading to viral video invitation. Elon Musk replied to the video in Twitter and spoke at the forum by Zoom for free.
Background
Everybody (at least in Russia) knows that the business environment in Russia is very tough due to complicated regulations, corruption, conflicting legislation and high tax burden. That’s why attracting people to entrepreneurship is not an easy deal. And the goal to increase number of registered visitors by 60% (from 12K to 20K) compared to previous year was very ambitious, especially with a very restricted budget.
Describe the creative idea (20% of vote)
We decided to show to people who are just thinking about or have already chosen an entrepreneurship as a main occupation that everything is possible – even Elon Musk can be a speaker at a local business forum in a provincial town. We wanted to use the fact of invitation as a point to get attention from aspiring entrepreneurs.
Describe the PR strategy (30% of vote)
The idea to draw attention of celebrities, through billboards established near house/work isn't new. Therefore we decided to make a musical video, at the heart of which was the melody of widely known song "Winged Swing” from the famous soviet television movie "Adventures of Electronic". The text of the invitation song was written in the exaggerated adorable key and performed by chorus of young entrepreneurs, was accompanied by an ironic video series and spoke about how everybody love Elon and all his business ventures, how everybody can't do without his wisdom and urged him to participate in a forum "... in person or by Zoom..." The task of this video was to cause tears of tenderness with a sincere fun at Elon Musk and his admirers which he has enough worldwide.
Describe the PR execution (20% of vote)
To force Musk to take look at this video, we used on the billboard a transliteration of the widely known meme very popular in Russia “How do you like that, Elon Musk?”. Meme was already a sign to Elon and he reacted on it in Twitter, when it was used to demonstrate to him some crazy Russian innovations.
Therefore on an electronic billboard, placed right in front of SpaceX head office, we placed a large text "Kak tebe takoe, Elon Musk" near a huge QR code to a special landing page with this music video.
It took only ten days from the idea appearance to find and rent the billboard, write down the music and a chorus, make a landing page, shoot and edit the video, having spent for all of it about a $10'850.
List the results (30% of vote)
The advertising campaign got 576,793,808 media impressions and forum received more than 40,000 registered participants. It is a twice more than the goal for 2019.