Leningrad - Eksponat. Sports parody - a new project from 9 Pandas agency

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2016

Creative

Leningrad - Eksponat. Sports parody

Advertising parody to the whole Russian football including the integration with bookmaker’s brand

Quickly and efficiently create a parody of the clip "Ленинград - Экспонат ". To create the connection between the idea and football. Natively integrate a client’s brand in a clip

Video Production

ROMAN TSYKUN
CMO

The boom of high-quality musical parodies in Russia fell on the era of “Griby” band and their song “Taet led” YouTube was literally flooded with them. But the “Exhibit” of the band Leningrad came out a few years earlier, and we can say we became pioneers in this direction. Seeing that the song of Leningrad is becoming a popular hit, the clip is gaining millions of views in sequence, we decided to shoot a parody. And for the distribution, choose the “pursuit of happiness” tactic - the main character announced in his social networks that this parody for him is a way to reach Yulia Topolnitskaya, attract her attention and the opportunity to invite on a date if the clip gets a lot of views. Having received approval from 1xBet for integration, it became clear that this would be a sports parody - this is a segment of the customer and the territory of the main character of the parody - an ordinary guy who fell in love with a star. The promotion tactics worked well and the first million views of the clip was collected a little more than in two days. As a result, it got 2.1 million views on our site and several million more by sharing of the viewers. The production of the video took 3 days for us to get from the idea to the premiere. In such cases, it is very important to feel the moment and catch the right time to realize what was intended before the information line begins to subside. Could we have got more views? It is possible with massive advertising. But in this case, we were interested in organic audience. And the results were great.

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