"People like a hamster"

At the request of Slon, every Monday experts evaluate the most noticeable marketing campaigns. In the next issue - Ilya Andreev (Proximity Russia) about rodents on the road, shocking therapy and other advertising tricks of the week

Every Monday Slon chooses the most interesting marketing campaigns of the past week and asks for advertising experts to comment on them. Today, Ilya Andreev, the head of the creative group Proximity Russia, shares its considerations.

Shock film therapy

You come to the cinema, sit in the hall, start a hand in popcorn ... And suddenly you understand: something is wrong. It is cold in the hall, as if you are not in the German multiplex in the 21st century, but in the Soviet recreation center. And this is such a social advertising campaign in support of the homeless who immediately appear on the screen and comment: plus 8 degrees is nothing yet. It is much worse.

http://www.youtube.com/embed/devn8smhgmc

Ilya Andreev : “A dear and touching look at the problem that is existing in society, which we usually do not think about. A good story, understandable and in demand in a society in which a sense of compassion for others lives. The only thing that raises the genuine evil question for me, what does it mean "Good Sum of Money"? That is, you wanted to raise money, probably no less than so much. OK. Did you get it or not? It is incomprehensible. "

A hamster against traffic police

Six million views collected a video for the E5.ru online store, which was prepared by the Smetana advertising agency. Starring the driver, Depeisnik and hamster, who repeats everything that he hears.

http://www.youtube.com/embed/uzpouyzz7jc

Ilya Andreev : “The video has three thousand comments from which we can understand that people like a) a hamster and b) trolling a representative of the authorities (that is, the idea of a joke came to their liking). There, in the comments, competitors E5 appear in the comments, who offer to buy a hamster from them. Therefore, I am not sure that E5 managed to squeeze out the maximum of high viewing of the video. I could not find somewhere on the Link page to click and buy a speaking animal. Since we are not on the TV, but on the Internet, Link would not be just appropriate - it would be a logical continuation. It turns out an amazing side effect: it turns out that E5 paid traffic to competitors. This case will be instructive for industry professionals. ”

Fire at an interview

How to select the best from 1700 candidates? Instead of asking standard questions at interviews, you can learn something: faint or arrange a “fire”-and look at the reaction. As a result of such experiments, the Heineken marketing department chose the top three, and even arranged a vote: which of them to choose?

http://www.youtube.com/embed/j5ftu3nbive

Ilya Andreev : “Heineken does what others like to talk about: they say, the brand should make content. Heineken produces. Before us is an example of what good advertising should be at the beginning of the 21st century: multi -line communication that will get you where you are, will tell you what the brand needs, and try to make you yourself talked about this with friends for the bottle of Heineken. But judging the case itself, the story does not look as exciting as before . ”

A cheerful fellow traveler

Do you like to bring fellow travelers? With the new Volkswagen model, you should do it with caution: the tank is large, the consumption is small. Suddenly something is wrong with the fellow traveler?

http://www.youtube.com/embed/95txbxkzzma

Ilya Andreev : “An economical machine? OK! If I understand what they want to say to me, then this is an example of a good advertising product. We will leave the audience to the court how funny they find the laughter of the main character. (When I watched the video, the ratio was observed: ~ 400 I like ~ 40 do not like it). ”

Anti -filter

Dove continues his crusade for natural beauty. This time, the brand created a filter for Photoshop, which usually allows you to process a photo in two clicks - only now it was resetting all the manipulations taken with a photograph before (instead of starting a gloss). Thus, Dove urges designers to think about the fact that they create a false idea of beauty.

http://www.youtube.com/embed/m0jf4qXPPVM

Ilya Andreev : “Dove came up with an amazingly fertile communication platform about real beauty. You are beautiful, being the way you are and you do not need Photoshop. In the literal and figurative sense. We have one more (and I am sure, not the last) exercise on this topic. This is a very point story-joke, understandable to specific people. But it fully corresponds to the philosophy of Dove. I think those who are in the subject will appreciate the idea. ”