DMC 2015 zamanı çıxış

1. 1Tarlan Useynov
Video in digital

3. Should I invest into video?

4. How to promote video?

5. Can I build reach with video?

6. Can I convey campaign message with video?

7. T O P A Z
BETTING IN DIGITAL

8. Topaz - #1 betting company came to us with a problem: poor betting perception in
the country. Main goal was to relax the attitude towards betting and to educate
people with basics of betting
CAMPAIGN’S GOAL
Despite the poor perception of betting in the country, there is one feature relevant
throughout the nation: disputes and competitive contests among male population
[similar to Italian type of polemic and disputation]
INSIGHT
We thought what if we show this national feature and show that it is not that far
from betting itself.
SOLUTION

9. I dare you that…
“Making bets in different
life situations”
We choose two of the best
comedians of the country
Shemi and Shoshu to
realize our idea with a
pinch of humour

10. We created a series of video dares (bets)
between our heroes and invite our viewers
to be part of these dares by betting on them.

11. WE STARTED AT THE TIME WHEN
NOVRUZ WAS IN HEARTS AND
MINDS OF PEOPLE. SO THE FIRST
VIDEO HAD TO CONNECT US WITH
THIS HOLIDAY
FIRST VIDEO
DID HE DO THAT?
FIRST VIDEO APPEARED WITHOUT
SHOWING DID SHOSHU ACTUALLY
MAKE IT OVER THE FIRE OR NOT…
BUT DEFINITELY GRABBED
AUDIENCE ATTENTION
WHERE
AT AZERI NEIGHBORHOOD NEAR
YOU
LINK TO YOUTUBE VERSION
Click me, I am video

12. WE CREATED 8 BETS AND 8 VIDEOS
THAT REMINDED US THAT BETTING
IS ACTUALLY A PART OF OUR LIFE,
A PART OF WHAT WE ARE
IT NEVER ENDS
LINK TO YOUTUBE VERSION
Click me, I am video

13. WE CREATED 8 BETS AND 8 VIDEOS
THAT REMINDED US THAT BETTING
IS ACTUALLY A PART OF OUR LIFE,
A PART OF WHAT WE ARE
IT NEVER ENDS
LINK TO YOUTUBE VERSION
Click me, I am video

14. Website where people could support their
favorite hero was launched and became the
center of the communication. Once the video
was out, people could start betting for one of
the heroes

15. Betting is done by placing numbers of points
(currency) to either of heroes. Users could
see how big the prize would be in case of win.

16. A week later a revealing video is announced
and results are calculated.
300 winners were announced weekly. Most of
them received 5$ voucher for trial betting at
real Topaz locations.
Due to the budget limit only first three weekly winners
could get valuable prizes like iPhone, iPad etc.
We suggested to add 297 more weekly winners by gifting
them free 5$ vouchers.
As a result about 80% of these vouchers were
reimbursed by winners.

17. CAMPAIGN MEDIA STRUCTURE WAS SUPPORTED
BY PAID DISPLAY AND SOCIAL MEDIA.
VIDEOS FEATURED IN LOCAL VIDEO RESOURCES
AS PRE ROLL AND VIDEO ADS
FB ADS
DISPLAY MEDIA
SMM
VIDEO ADS
WEBSITE

18. Unique reach
1 853 981
Facebook fans after campaign
Banner displays
32 506 861
Clicks
113 698
Website visitors
275 261 Participants
42 076
CTR
5%
% Engagement
71
59 968
96 234
Facebook fans before campaign
% Participation
33
CAMPAIGN RESULTS
Bets made
78 641
Unique visitors
127 891

19. CAMPAIGN CONSISTED
OF 8 VIDEOS THAT
RESULTED IN 224 250
VIEWS IN TOTAL
Campaign period
March April May
54 848 VIEWS 125 239 VIEWS 40 163 VIEWS
72 718
unique users
saw teaser video

20. Engage
ment:
Likes,
Shares,
Comme
nts
100%
Reach by FB population (TA,
18-35)
100% FACEBOOK IN
AZERBAIJAN USERS
WERE COVERED USING
FM ADS AND SMM.
44% OF ALL INTERNET
AUDIENCE WERE
COVERED USING
DISPLAY MEDIA
ONLINE AUDIENCE COVERAGE
COVERED
USERS
44%
OTHERS
56%
Reach by internet population (TA,
18-35)

21. Coca-Cola’s New Year campaign
Kazakhstan 2015

22. To support in Digital one of the most important Coca-Cola campaigns of the year -
Christmas.
CAMPAIGN’S GOAL
Nowadays more and more people concentrate on themselves during the holiday
season and forget what really makes this holiday magical - sharing happiness
and making someone happy.
INSIGHT
What if we helped people in realizing that making someone happy is not that hard?!
SOLUTION

23. COCA COLA INSPIRES
PEOPLE TO MAKE
SOMEONE HAPPY AT
CHRISTMAS TIME
OPINION MAKERS TELL AN INSPIRING
STORY AND ASK “WHEN WAS THE
LAST TIME YOU MADE SOMEONE
HAPPY?”
WEBSITE COLLECTS AND SENDS
OUT THE BEST WISHES TO
MAKE SOMEONE HAPPY.
WE CHOOSE THE MOST INSPIRING
WISHES AND MAKE THE HAPPEN
TWO WENDING MACHINES UNITE TWO
CITIES. PEOPLE FROM ONE CITY PUSH
BUTTON AND THE PERSON IN THE
OTHER CITY RECEIVES THE BOTTLE
OF COKE

24. LINK TO YOUTUBE VERSION
WE INSTALLED TWO WENDING
MACHINES ONE IN ALMATY
ANOTHER IN ASTANA.
ANYONE IN ALMATY COULD PUSH A
BUTTON AND A BOTTLE OF COKE
WAS GIFTED TO A PERSON IN
ASTANA (AND VICE VERSA)
SHARING HAPPINESS
LOCATION
ALMATY & ASTANA, KAZAKHSTAN
DATE
NEW 2015 YEAR SEASON
Click me, I am video

25. WE CREATED A WEBSITE THAT
WAS A CENTER FOR ALL YOUR
GOOD WISHES TO THOSE YOU
LOVE. PEOPLE COULD WRITE
SANTA WHAT THEY WISHED TO THE
CLOSED AND BELOVED ONES
WHISPER YOUR WISH
TO SANTA
BEHIND THE SCENES
WHAT WE DIDN'T SAY WAS THAT
OUR TEAM OF SANTA’S HELPERS
WAS CONSTANTLY MONITORING
FOR THE BEST, THE MOST
ALTRUISTIC WISH OUT THERE

26. LINK TO YOUTUBE VERSION
SECRETLY WE HAVE CHOSEN
WISHES THAT PROVED IT TO BE
THE MOST ALTRUISTIC AND THE
MOST TOUCHING AND ASKED
SANTA & COCA-COLA TO MAKE
THEM COME THROUGH.
MAKING HAPPINESS
HAPPINESS TARGET
THE HERO OF THIS VIDEO IS
SINGLE MOTHER WHO DEVOTED
HER LIFE RAISING HER THREE
DAUGHTERS. NOW WHEN THE
CHILDREN ARE GROWN THEY
WANTED TO SAY THANK YOU AND
WISH SOME MAGIC FOR MOM THIS
HOLIDAY SEASON
Click me, I am video

27. HAVING CREATED VIDEO CONTENT TO HELP COCA-COLA
SHARE HAPPINESS THAT HOLIDAY SEASON WE CREATED A
GREAT OPPORTUNITY TO TOUCH PEOPLE’S HEARTS AND
FEELINGS AND INSPIRE THEM TO KEEP SHARING HAPPINESS
RESULTS
1.1 million video views
25% VK subscribers raise
100K website visitors
3.9 million people reached

28. 28
Thank you