Office super-quest game «Kill routine»
Objective
To develop an advertising campaign for the entry of «Zhivoi Ofis» company in the Moscow market and aimed at increasing sales
Solution
Creating an interactive platform that will attract and retain the representatives of the target audience, the office workers in Russia, and will establish individual contact with the audience
Customer
«Zhivoi Ofis»,
online stationery store
Project description:
For 5 months of the project, the participants were playing an online funny game with creative tasks on the website УбейРутину.рф, posting the results in video, photo and text formats, thereby killing Routine.
The quest helped not only to relax but also to start working with a double drive, using creative approach to most monotonous cases. Without Routine!
Grand prize
20 trips to the town of Rutino, italy, where the final game took place
Incentive prizes
Shopping certificates
for the online store ЖивойОфис.рф
Promo site УбейРутину.рф
Technologies
High load on the website
during the campaign
— up to 15 requests per second.
The site was running on a dedicated
server — Intel Xeon 3.3 GHz x 8, 16 GB
RAM, channel – 1 Gbit/sec.
Advertising campaign
Offline (Moscow and St. Petersburg)
- Flash mobs in the subway and on the streets
- Promotions on city streets
- Promotional interviews
with representatives of the target audience - Direct mail to offices
Results
- 200 000 unique visitors
- 50 000 likes in Twitter, Facebook, Вконтакте, Youtube
- 600 active participants in the project - office teams
- 15 000 online registrations
- 1 000 000 people - the total audience
- 20 winners
- >100 publications in the media
-
Sales:
- Moscow successful and effective entry in the market
- St. Petersburg sales growth by 17%
- A letter of thanks from IV Festival Of Marketing and Advertising «White Square» Nominations «INTERNET ADVERTISING» and «BTL, PR and DM PROJECTS» Go to season 2 of the game
Team
- Project manager
- Lada Butenko
- Project manager
- Maria Mota
- Art director
- Jaroslav Dokuchaev
- Technical director
- Vladlen Osmakov
- Designer
- Elena Borisova
- Illustrator
- Victoria Kovalenko
- Developers
- Dmitry Donkovtsev
- Nikolay Rudenko
- Dmitry Teslitsky
- Front-end
- Igor Grigoriev
- Moderator
- Anastasia Churakova
- Advertising campaign:
- Lada Butenko
- Olga Mironova
- Natalia Polyakova