
Agency	Rutorika
Creative head	Evdakov Kirill
Author of idea	Оксана Кадошникова
Product	Fashion Stores
Description	Challenge: create a big impact on a small budget. A perfect challenge for digital which was solved with minimum media backup – just a spot in cinemas promoting website 15лет.рф and banner on the regional platform). Idea: to get a personalised 15% discount card one should wish Cosmotheque a happy bithday in an old-school way – to pull an earlobe. And to do it more times that had done before you. The number increases proportionally to the number of cards given away. The very first user pulled (clicked) 15 times and gained first discount card in 3 seconds, then filled the forms, liked Cosmotheque on Facebook or Vkontakte. The insight was so insane and involving that people really clicked for the whole 15-20 without stopping. At first – to gain a card and after that – just for fun, to make an achievement. To show everyone that they are crazy enough to do it. The more clicks one should do the more mentionings appeared online. The campaign report can be found on 15let.cosmotheque.ru/. At the same time in all Cosmotheque stores the advertising campaign took place «Buy 2 clothes items and get 15% discount card» – for people who don’t want to pull an earlobe. More than 1000 shares of the website's main page. But the most important thing is that Cosmotheque had given away 1500 discount cards on the website and the same number – at Cosmotheque stores. And the audience used discount cards. A lot. For three months after the campaign was launched there were made more purchases in all the same cards given away earlier and the proportion of activated card holders continues to grow.
Team members	Creative Director: Kirill Evdakov Copywriter: Oksana Kadoshnikova Art-Director: Vlad Shinkin Designer: Nikanor Yarmin Account-manager: Lena Vinogradova Producer: Vasiliy Gomiashvili Technical Director: Danil Golovozin Front-end developer: Nikolay Marchenko Flash-programmer: Alexander Manjulov

http://www.slideshare.net/kirillic/c15-promo-03?utm_source=ss&utm_medium=upload&utm_campaign=quick-view

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