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Kseniya Sobchack. Crash.

basics
Industry: Electronics & Audio-Visual
Media:Ambient & Interactive
Market:Ukraine
Style: Minimalism
descriptioncnen
Mobile phone sales in Russia and Ukraine declined sharply in 2009 due to the economic crisis. The advertising campaign “Kseniya Sobchak. Crash” exceeded business goals for both Samsung and Evroset brands thanks to provocative communication strategy and an integrated approach to media channel selection. The campaign integration was provided by the creative idea – the car accident of rowdy Russian celebrity Kseniya Sobchak in the Evroset store. Sobchak’s car crash at Evroset became one of the most successful advertising projects using the Internet in the former USSR territory.

The objectives? To increase the share of the whole Samsung Duos line in Evroset’s Ukrainian sales portfolio and to reinforce Evroset’s market share in Russia. With the help of a teaser internet campaign which went viral one month before the TV ad campaign hit screens across Russia and Ukraine, Evroset saw a market share increase of 1,2% and the sales of all Duos phones grew 3-fold.
credit
Brand:
Agency:
awards
EACA Euro Effies 2011
Bronze
IT/Telco
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