
Agency	ctc-media
Creative head	HighWay Production, CTC Media, Ailove
Author of idea	HighWay Production, CTC Media, Ailove
Product	juice Lubimyi
Description	Our goal: To make “Lubimyi” stand out against the competition, combining two communication channels: television and the Internet and avoiding common advertising clich?s and images. The brand message: Juice “Lubimyi” - because it is a real. “Lubimyi” means to be loved. To be loved, you need to be REAL! But what can be more real than LOVE? We looked inside our audience’s heart trying to find this real emotion. TV-series about relationships always come out top in the ratings, stirring strong emotions in their viewers. But these stories are not real! They may draw the audience in, but they are difficult to believe. And at the same time every Russian citizen has his or her own REAL story of love which each and every viewer can relate to. We found a solution, in line with responses and insight from millions of audience members from completely different media channels. The idea of the project is real-life stories communicated through Internet and TV. The project: People from the WHOLE of Russia sent their own real love stories to our website and shared them on social networks. The best of these were picked out by users themselves by means of an online vote. After three months, 2500 of the most interesting and REAL stories were selected and the authors of the top 50 given an opportunity to come to Moscow and film their story. The series was professionally filmed and went live at prime-time on CTC, four times a day, for 25 days. The result is the first transmedia series “Real Love” created by REAL people. The project achieved wide coverage both on TV and on the Internet without the use of any professional actors. In six months, every third person in Russia watched it. The project reached 50 million viewers. Thanks to “Lubimyi”, each person in Russia had the opportunity to tell his or her own REAL love story and to become a REAL TV-star. The brand voice has been heard. Juice “Lubimyi” understands that only when you are honest and open, with no mask on, will you get the chance to love and be loved. You must be REAL to be loved! Thanks to the project “Real Love”, the brand “Lubimyi” distinguished itself emotionally from its competitors, achieving the project objectives, and ensuring “Lubimyi” is forever positioned within the hearts of the Russian nation.
Team members	HighWay Production, CTC Media, Ailove

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