School of Date campaign
Issue 16 | September 2010
Agency
Ogilvy Group Russia
Creative Team
Chief Creative Officer: Carl Le Blond; Senior Art Director: Maria Alexandrova; Producer: Dmitry Nikonorov; Creative Director, Affect: Ilia Korneev; Copywriter, Affect: Vladimir Kochurkov; Interactive Account Manager: Anna Timofeeva
Production Team
Director, Producer, Film Service: Roman Zhynikh; Camera Director, Film Service: Pavel Kapinos; Executive Producer, Film Service: Olga Anosova
Date
21st April 2010
Background
Venus Embrace was the first five-blade razor for women. With its ribbon of moisture above the blades, women could get the smoothest glide on the skin and could get even closer to the ones you love.
Idea
The idea was to create three viral videos on the subject of How Not to Screw Up Your Date, which would lead traffic to the brand website www.school-of-date.ru. It was important to make videos look home-made to gain the trust of the young audience.
Results
The campaign was launched on YouTube as well as on fun sites in Russia. The videos collected more than 700,000 views by mid-June.
The first video was one of Youtube’s Most Viewed videos on 22nd April and remained in the Top 5 of Yandex (Russia’s most important search engine) for the first week of its launch.
There was significant additional PR coverage, all of which helped visits to the website increase 30%.
Our Thoughts
I think the iPad is going to change advertising radically as it is already changing publishing. It is going to hasten the convergence in new and exciting ways.
It’s good to have in Directory two examples of early adoption. Proximity France have leveraged the desirability of the new gizmo itself while here we have New Zealand’s first interactive ad designed specially for the iPad. If the ad is not brilliant in itself, it does point the way to what can be done with more time and money in the future.And what is brilliant is that Wayne and Kim Pick saw an opportunity where no-one else did and wanted to be the first to do something on the new platform.