
Agency	Grey Moscow
Creative head	Eldar Gincharadze
Author of idea	Danila Kotov/ Eldar Gincharadze
Product	KLINSKOE BEER
Description	We were about to create a campaign for the KLINSKOE beer…… but there was a problem... In Russia, alcohol advertising was about to be banned from Magazines, TV, and all outdoor places. Everyone was in a panic; buying loads of TV and mass media spots before it was prohibited. The fear mongers were prophesizing the end of the alcohol industry But…while everyone was spending above the line…we went online And found our audience already there. KLINSKOE is positioned firmly as a Russian beer for social people who like to have a laugh. It doesn’t take itself too seriously. So, to talk to these folks, we didn't just promote the KLINSKOE brand, we promoted the lifestyle around to the brand. CARAMBATV.RU, is one of the largest producers of Russian online entertainment with over 80 million views of their content per month. Together we co-created a new weekly online show called KLINICHESKIE UDOTI, which loosely translated means Clinically Idiotic. It’s just a group of friends getting together to do random funny stunts. We created an online channel - KTV – for KLINSKOE TELEVISION. Each week we launched a new episode with a short branded pre-roll, but very quickly got to the content. The shows didn’t look like ad’s but the audience knew that KLINSKOE was providing the fun. We then redesigned the brand website, as a free-play gaming portal, with real world prizes. Gamers could even vote for what prizes they wanted to win. This was all connected to Russia’s biggest social network, VKONTAKTE, where visitors could chat about and share our content. Plus – we had a targeted banner campaign all about fun, just like the show. They had mini games in them, not product messages. We stayed within the Russian rules, but got our message out to ‘the people.’ And there were quite a lot of them…. IN JUST 6 WEEKS... The show had 1,000,000 VIEWS ON YOUTUBE. 80,000 UNIQUE VISITORS PLAYED OUR GAMES 500,000 TIMES. 25,000 REGISTERED USERS ARE SHARING OUR CONTENT ON VKONTAKTE AND OTHER PLATFORMS. AND THE AVERAGE TIME SPENT VIEWING OUR CONTENT GREW TO 5 MINUTES PER USER. And the figures are growing exponentially… So - we became a part of some of the most viewed online content in Russia. At a time when most brands were panicking about the mass media We kept our cool… Like a nice cold bottle of KLINSKOE
Team members	Anatoly Kovalenko - Art-director Alexander Ibragimov - Senior Copywriter Alexander Pozhogin - Creative Designer Mark Pritchard - Managing Director Danila Kotov - Digital Creative Director Elena Semenova- Account Director Boris Mozhaev - Senior Content Manager Nikita Zeltser (Caramba)- Producer / Media Financial Director Kirill Astashkin (SUN InBev) - Senior Brand Manager

http://carambatv.ru/category/ktv/

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