THE PERFECT ADVERTISEMENT — HOW 9 PANDAS AND LEONID SLUTSKY HAVE ADVERTISED HUNDRED CARS DRAW FROM BETTING COMPANY «1XSTAVKA»
According to the latest inventions in neurosciences, an ideal advertising message must have 3 qualities: break the pattern of perception, make feeling of safety and propose relevant explicit and implicit value for the audience (Van Praet D., 2012; Barden P. P., 2013).
Under these conditions, anyone notices the advertisement, won’t avoid it and will make a targeted action which this supposes. In our case, for betting company «1xStavka» we made a series of just such an advertising video in which we are together with Leonid Slutsky — the former head coach of the Russian football team — encourage you to participate in the draw of hundred of cars from a bookmaker in return for bets on matches of Russian football that are made.
Attention — safety — value
Advertisements start with playing out and hyperbolization to the point of absurd the one of the elements of the media image of a guest star Leonid Slutsky — the fact that he is a PE teacher, Spartan king Leonid, trainer and he just oddly swings on a bench during tense moments of a match. Such kind of hyperbolization lets to break the pattern of perception and in cause of neurobiological specificities of the way the brain works it becomes impossible to pay no attention to the advertisement for the audience of Russian fans (Van Praet D., 2012). Popularity and image, as «a man who’s known» of Leonid Slutsky, make feeling of safety first of all, and fans who are watching the advertisement become prone to wait for no tricks what humanity as species is programmed to, but, on the other hand, they start to be interested in it and they wait for what’s going further — new situations which go beyond normal pattern (that was reached by hyperbolization) and which can generate benefits and purchases and that’s why they become so interesting for the audience (Medina J., 2011; Lehrer J., 2010) After that, when viewers become simply ready for perceiving the advertising message, we broadcast explicit and implicit offer of value to them (Kahneman D., 2011). The explicit offer of value occurs in obvious possibility to win one of hundred cars «1xStavka», and the implicit offer implements the set of unconscious basic motives of human being: goals for adventure (freedom, risk, change), autonomy (win, superiority) and discipline (rationality, pragmatism, awareness) which are suitable for situational context of draw in accordance with methodology of P. Barden (Barden P. P., 2013).
The proposed decision lets to form an ideal advertising message which is appropriate to the formula «attention — safety — value» and it considerably (the exact number can not be said because of confidential information) increased the number of stock participants of the betting company «1xStavka». In addition, we worked on the design of the stock page on the site of the bookmaker and booked participating in draw cars. Broadcasting the stocktaking we had from Amsterdam where by that time Leonid Slutsky was staying, the person who became a head coach of Dutch football club «Vitesse». The whole hundred of cars was delivered to new owners in the short term. We took a video interview with several of them, which you can see in our group of the betting company «1xStavka» in VK.
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.