A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS
H-03-05. Laska Trade District
| Agency | OMD OPTIMUM MEDIA GROUP |
| Creative head | OMD Optimum Media Group Team |
| Author of idea | OMD Optimum Media Group Team |
| Product | laundry detergent |
| Description | TASK Attract 35 000 new fans to the Laska page and educate young consumers. PROBLEM The usual methods of generating traffic have a 60% bounce rate. IDEA We integrated in “Trade District” - a popular new business simulator in which players manage their own shopping malls. We made it possible for them to install the ‘Laska Designer Boutique,’ stocked with stylish black dresses. Starting from week two, sales in the Boutique began to drop as items were losing shine and color. To revitalize the clothes, users could install a special ‘Laska. The Shine of Black’ counter. In order to get more dresses for the shop, players had to become members of the Laska community RESULTS • Our approach allowed us to gain 77,000 new community followers -- three times the initial amount of fans! • The frequency of contact was 7 times higher than the set KPI • Thanks to new users, all community activity indicators increased 6 to 8 times • The bounce rate during and after the integration was only 13%! (As opposed to the usual industry average of 60%) • While almost all key brands lost in total awareness, Laska grew from 67% to 70% |
| Team members | OMD OM Group: Mila Dyagileva, Media Group Head Alexandra Zadoya, Account Director Julia Fayda, Senior Digital Manager Tatiana Bokser, Digital manager Aleksandra Tihomirova, Digital Manager Henkel: Ekaterina Khokhlova-Meshkova, Brand Manager Laska |
