Title	DRONE ECOZONE
Brand	M. VIDEO-ELDORADO
Product/Service	ECO-PARTNERSHIP IN THE COMPANY AND ATTRACTING EMPLOYEES TO WORK THROUGH THE SOCIAL IT PROJECT
Category	B02. Brand Purpose & Impact
Entrant	MAKELOVE Moscow, RUSSIA
Idea Creation	MAKELOVE Moscow, RUSSIA
Media Placement	MAKELOVE Moscow, RUSSIA
Production	MAKELOVE Moscow, RUSSIA
Post Production	MAKELOVE Moscow, RUSSIA

Name	Company	Position
Kseniya Shapovalova	makelove	Creative director
Olga Kazmina	makelove	Head of strategy
Aleksandr Lysenko	makelove	Art director
Anna Kretinina	makelove	Employer brand manager
Olesya Dudnik	makelove	Copywriter
Nikita Emelyanov	makelove	Targetologist

Why is this work relevant for Creative Business Transformation?

Companies in Russia talk a lot about environmental initiatives but they do little. 80% of Russian companies from the top100 don't declare their concern for the environment (National Research University Higher School of Economics, 2020). We want to bring companies’ attention to environmental initiatives by engaging the most sought-after job seekers –– IT specialists. Our work proved to HRs, business owners that helping nature is good for business. It reduces time it takes to fill vacancies, increases employee loyalty. We didn’t create new products, we gave people a new experience that shed light on a popular subject with unpopular solutions.

Background

There are many environmental problems in Russia. And businesses don’t pay enough attention to their social responsibility and projects around sustainability. 80% of Russian companies from the top 100 don't even declare their concern for the environment (according to the research data of the National Research University Higher School of Economics for 2020). Companies also need to hire IT specialists, as the growth of online players in the market is being observed. It became a driving factor. But developers don't want to share contacts, they are tired of aggressive hunting. Nonetheless, they are more concerned with environmental problems than others. 52.9% of IT professionals are ready to change their habits to improve the environment (RTGI research data, 2020) How to motivate companies to implement eco-projects, pay more attention to social responsibility? How to show companies that it might be profitable? We decided to motivate companies to engage in their social responsibilities and environmental projects, by showing that it’s not only good for their image, but can also help with recruitment .

Strategy & Process (30%)

Realization: 01.06.2021 — 30.09.2021 The campaign was divided into several flights: The first (01.06-15.07.2021): а promo campaign to attract IT specialists and the activation itself (drone flights). We developed our own software that allows users to control the drone remotely from anywhere in Russia. The user registered on the website, solved an IT task, picked the time and location of the flight and fly. Each flight lasted 5 minutes. The user controlled the drone, chose the best angles and took pictures. The second (16.07-30.09.2021): image part of the project, promo of the merch and its sales, PR campaign among HR specialists and business owners. Together with the Zaporozhets Heritage streetwear brand, we’ve developed a design for a limited collection. The best pictures of users became a print for a hoodie, T-shirt, tote bags. Each item had a user nickname, the coordinates for their flight, their photo and a serial number. Participants could buy their merch on the project’s website or share it over social media, to encourage their friends to buy it too. The profit went to the charitable foundation “Beautiful children in a beautiful world”, which takes care of national parks in Russia. Activation scale: all of Russia

Experience & Implementation (35%)

Business: We interviewed business owners and HRD of 70 Russian and international companies. 89% said that they would promote the development of eco-partnerships within companies, as they saw the effectiveness of such projects. «A unique project that proves that these things are worth doing and it is important to think out of the box» (Ivan Lunin, Head of IT-recruitment, Sense Group) Participants: This campaign allowed MVideo-Eldorado to attract IT specialists, the most popular audience for employers, but the most demanding. We took into account the features of IT audience (their commitment to computer games, eco) and modernized the process of attracting it with the help of creative thinking, new technologies, unusual mechanics of the project. In this project IT specialists could etch their names into history and genuinely help the environment. «I work in IT, I am fond of photography and eco-activism. This project is going right into my heart» (Sergey, project participant) Other stakeholders: The profit went to the charitable foundation «Beautiful children in a beautiful world», which takes care of national parks and nature reserves in Russia. As a result, M.Video-Eldorado received 2240 contacts of IT specialists and consolidated the image of the company supporting eco-partnership.

Business Results & Impact (35%)

3 370 000 media reach 2240 contacts of IT specialists 90% positive mentions of brand M.Video-Eldorado +9% click through rate to the foundation's website We proved to the market that eco-partnerships are beneficial, because they improve a company’s public image and help to attract the most sought-after audience – IT specialists. «These guys really inspired us to introduce paper recycling in our head offices and take part in the “kind caps” promo» (Vladimir Shkrobov, Head of Corporate Culture and Internal Communications Megafon Retail) «Our employees even started making sure the promotional merchandise they order is environmentally friendly. I am sure that the eco-theme will get even more attention soon, taking into account many activities associated with it. We also plan to bring this into our line of work when it comes to employer brand» (Svetlana Kochkina, employer brand manager, Revolut)