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

I-5-7. Naked Ludmila

AgencyAA Voskhod
Creative head-
Author of idea-
ProductNacheku.ru
DescriptionNAKED LUDMILA

Nacheku.ru – link-sharing, anti-social network, need not submit personal data.

Goal

Promote Nacheku.ru in Ekaterinburg, demonstrate risks of social networks to users’ reputations.

Solution

Fictional schoolteacher Ludmila Frolova whose daughter – ostensibly – posted some pictures of her mum wearing just a swimsuit. These pictures, apparently, caused outrage among parents of the kids she taught.

Step 1. Provocative installation in downtown, massive media/bloggers attention.
Step 2. “campaign organisers” – kids’ parents letter to media. Escalated TV and Internet coverage.

Step 3. ”Begging letter from Ludmila” to media caused further escalation. “Naked Ludmila” in the headlines.

Step 4. Nacheku.ru is revealed.

Result
Dozens of web-articles and TV interviews. Over 60 000 hits in a week. Campaign cost - $3000.
Team members-