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K. Advertising Campaigns

C-14-1. 66.ru: News that appeal to everyone

Agencyadvertising agency Cosmos
Creative headRoman Dick
Author of ideaRoman Dick, Natalia Bryantseva
ProductNews web portal 66.ru
DescriptionTask: To increase the web-site attendance and draw attention of the Internet users and advertisers to high quality of news’ content of the web site.

The main idea of the advertising campaign: billboards with slogans based on word play. Each slogan combines urgent social topic from the latest news and one of the web site features. The advertising campaign gained extensive coverage in blogosphere and social media.
Additional PR-effect from free media can be estimated as $60,000. The advertising campaign represents the “social design” – creative solution which combines advertising of the client and mainstreaming of urgent social problem. The web site attendance increased by 129%.
Team membersDesign: Roman Dick