Leonid Slutsky and 100 cars

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2018

Marketing strategies

Leonid Slutsky and 100 cars

Advertising campaign

To develop the mechanics of the promo dedicated to the 2018 World Cup to increase the loyalty of the existing customer base and attract new ones. Create and implement a product on the client’s site

IT

DMITRII CHERNYSH
COO

For this promo, if we don’t go deep into the details, we developed and implemented a software package on the customer’s website that met all the basic requirements: it was clear and transparent for the players and allowed them to track their participation status in the promotion, and provided the client with the necessary metadata and made it possible to transparently summarize the promo live.

Of course, individual blocks of our product cannot claim any uniqueness, but it was us who first brought them together, and in the further activities of the customer’s company, this complex continued working. For us, this is the best indicator of the usefulness of the expended efforts.

How to find the only proper ambassador for the advertising campaign

Creative

MAXIM KIRYUKHIN
CEO

The ambassador of this action, in our understanding, had to meet several key criteria: to be maximally friendly for fans of any Russian club, to be famous and popular outside of sports, to have at least minimal acting abilities and, however strange it might sound, to be unemployed while the promo. A current athlete or trainer who calls for betting at a betting company does not seem appropriate.

When we clearly defined the selection criteria, then almost immediately this selection was completed. Leonid Slutsky is the only person on our planet who met absolutely all requirements. A self-ironic, kind, open-minded person with an extensive football background: an ex-coach of the national team, an illustrious coach of CSKA and other clubs, a regular guest and participant in KVN games, in any case, from all the sides – the perfect candidate. Negotiations did not take much time either. After reading the scripts for commercials, he immediately agreed to cooperate, despite the fact that they contain jokes about all the key tags associated with him: a physical instructor, King Leonidas, swinging on the bench, and, in fact, the coaching hypostasis. Believe us, he deserves admiration.

The formation of the prize pool. Development and installation of stands with raffled cars in the cities where the client’s brand is present. Conducting an online broadcast of the draw

BTL

ROMAN TSYKUN
CMO

The logistics of the promo was very complex. The principal position of the client was not to “try to win some kind of virtual cars”, but to ensure that all 100 cars were really waiting for their future owners across the country. Accordingly, we bought the cars ourselves, designed and manufactured stands, and arranged all of this in Russia in the cities of presence of BC 1xStavka from the Far East to Kaliningrad.

By the time of the live broadcast of the promo, Slutsky was already the head coach of the Dutch Vitesse and could not go away for a long time to Russia, so we organized a studio and broadcast from Amsterdam. And here Leonid Viktorovich also needs to be paid some respect. Since it was necessary to ensure 100% transparency of the results, the broadcast of the drawing went on for more than 5 hours without a break. And he not only endured all this heroically, but afterwards he also reviewed some moments and was upset on such points “I could have made a funnier joke here”.

And here we go again to the logistics. Naturally, the winners of the promotion were in 90% of cases not in those cities where the cars actually were, so they again had to be transported from place to place. But what is the most pleasant thing - is to hand cars to people who, until the very last moment, already standing with the keys in their hands, did not believe that all this was true. And we saw exactly 100 such happy, slightly bewildered people. And by the way, interviews with all the winners who agreed to the shooting can still be seen in the BC 1xStavka social community on VKontakte. It’s also a rather unique event - I don’t remember that companies raffled off cars and then provided a video of confirmation of receiving such valuable prizes.

Shooting 4 promotion commercial videos

Video Production

IVAN KRASNY
CCO

In terms of video production, this is perhaps our largest contract. 4 commercials, a live broadcast of the draw (from a country where the Internet is not as fast as in Russia) and another 100 reporting videos about the winners scattered throughout our huge country. As a result, not all winners agreed to shoot, but even without them we joked that this was the fastest way to see all Russia with our own eyes. And Leonid Viktorovich is gorgeous, and working on the stage with him is an indescribable pleasure. We will be glad if we have such opportunity once again.

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