
Agency	Adwatch Isobar/Carat interactive
Creative head	Denis Eliseev, Maxim Bobrov
Author of idea	Oleg Palchinskiy
Product	NEXT painkiller
Description	How to launch a new pharma product with a huge digital buzz? "Next" is a new painkiller focused on young audience, especially young men. Tasks: • To send a brand message: "Live by feelings, not pain" • To increase package awareness Solution: We filmed some shorts about pain, inspired by gangster movies, and on their basis, we created an interactive quest, where the user himself managed the action. Using 360-degree view technology, the user needed to find a pack of “Next” within the movie. Depending on whether he finds it, the principal character experienced either pain or pleasant sensation. It is possible to pass from the storyline to one of four series with assignments, and then to one of probable final versions. Non-linear story with eight various conclusions made the user turn to the game again and again. In the end of every assignment, the user got a password. When finding out a pack in all parts of the quest, it was possible to assemble the code and get into the bonus finale. In this part, the user’s geographical location by IP address was determined correct to the street, and the map with his location mark became a part of the storyline. RESULTS Unique content with technologies provided WOW effect: 1,800,000 views on YouTube during the first week About 200 000 queries of product’s name in various search systems Brand’s site traffic increased by more than 600 % Due to new pharmaceutical advertising approach, more than 2,000,000 people discovered "Next" preparation on Internet
Team members	Michael Shklyaev – Owned Media Director, Daniil Liginchenko – Creative Producer, Oleg Palchinskiy – Art-Director, Maria Danilina – Client Service Director, Elena Prochina – Account Manager, Daria Konstantinova – Head of Creative Department, Alexandra Antipina - Senior Designer, Alexander Kalinin/Julia Isaikina – Social Media Managers, Alexey Nikitin - Search Director, Mariana Alehina – Media Planner

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