H-05-03. Mechtival. Perfect place to make a wish

Agency	TWIGA
Creative head	Mikhail Elagin
Author of idea	Dmitriy Chigirin
Product	Mechtival.ru
Description	Mechtival is a web site, which helps your dreams and wishes come true with greater probability. The site unites people who really do not know each other and who are ready to help each other for no reason. But people do not believe that strangers are prepared to make their dreams come true. So we decided to demonstrate that the Mechtival community is prepared to go the extra mile to make us closer to our dreams. Solution: We give people the perfect circumstances to make a wish in real life: in the streets, in the car, in stores and social networks. Insight: There is a saying: if you are between two people with the same names – make a wish and it will come true. Pairs of real namesakes went to the streets to give hundreds of strangers an ideal place for making wishes in real life. Here and now. It was also possible to make a wish by parking in a special parking slot. People found themselves between two four-wheeled “namesakes” – 2 cars of the same model. We placed special wish books of Mechtival between books and CD’s of the authors with the same names in the Respublika book stores. Its customers got a chance to tell about their dreams on the pages of these books and users of Mechtival to fulfill them. In the social networks we found and placed comments about wishes and dreams between comments of authors-namesakes. Your dreams have more chances to come true, if we are talking about them not on Facebook but on the site Mechtival. Results: Mechtival traffic grew 3x fold due to the campaign, while the number of registered users has doubled. Activity on the site has markedly increased. But what is more important, is that hundreds of people have become a little closer to their dreams.
Team members	Mikhail Elagin - creative director, Grant Abovyan - art-director, Dmitriy Chigirin - copywriter, Varvara Chernyaeva - designer, Dar'ya Korshunova - designer

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