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
A-14-1. EMO
| Agency | Ntv-plus |
| Creative head | Konstantin Butylin |
| Author of idea | Konstantin Butylin |
| Product | Ntv-plus channels package "Discovery" |
| Description | In May 2011, extending the amount of available content, NTV-PLUS (Russian satellite provider) launched the new edutainment package «Discovery» (8 thematic channels). The package incorporates recently launched Russian channels or those, which are rather unpopular with the public. Task: to attract customers to subscribe to a new package. Considering that main lifestyle and science channels, such as Animal Planet, Discovery etc., which are popular among the viewers, are present in the basic (must have) package, it was offered to position the new package as expansion to existing range of thematic channels (cutting edge packadge). A series of spots were filmed in order to promote the new package. Each spot consists of comically situation in which viewers find themselves due to the gaps in their knowledge that could have been avoided with the new package. Since there was a tight budget it was agreed not to use any set dressing and to place the actors into an abstract space, yet the sound effects and the costumes defined the location. Result: the highest number of subscribers during the first month after the package launch in comparison to similar launches over the last 5 years. |
| Team members | Konstantin Butylin, Director Ilya Ovsenev, DOP |
