– to generate loyalty; – to engage the audience in the brand’s activity; – to demonstrate a pro-communicative brand positioning.
We live in the country where people have firsthand experience of how to join forces in tough times and support each other. This time we all must keep faith with the victory of our hockey team at the Winter Olympics in Sochi.
“One family” site became the main communication platform. “One team” campaign was launched at the beginning of July 2013. The first step was a video designed to inspire the audience to participate in the competition. The main character of the video is the father of Alyosha. Thanks to the support of loving people, his son has reached great heights in sport. In June, as part of the campaign, we launched online and offline competitions with the main prize being a trip to the XXII Olympic Winter Games in Sochi in 2014. The site contains all events and offers with the help of which a “Family” can get points. The concept of a family includes not only immediate relatives, but also friends and colleagues – anyone can gather one’s dream team. The number of family members ranges from 2 to 4, each of them is involved in activations and brings points to the sum total. In order to go to Sochi and support in person the Russian national team at the XXII Olympic Winter Games in 2014, participants need to register their families and tell about his or her family’s achievements in the form of a photo report, a video or a simple story.