The Most Practical Contest
Together with Leto Bank we set up a very funny contest that could not leave its participants indifferent.
Objective
To tell about the new Super Rate service from Leto bank: if you pay your loan in time, Leto Back partially returns you the interest rate.
Insight
Odnoklassniki audience consists of ordinary and sincere people who do not hesitate to talk about their everyday problems out loud. It’s not a surprise that the financial situation is not always as good as it could be. Nevertheless, it’s not an excuse for a Russian to feel blue, because the soul keeps singing. Oh this practicality! It feels like we could write a song about it!
Idea
Using an already existing creative platform that involved a famous Russian actor and comedian Semen Slepakov, we have organized a contest in an Odnoklassniki social network. The main idea was marketing the new bank’s service as a service for practical people.
Special karaoke project on the odnoklassniki.ru website. With the help of a special app any user could sing a song about practicality and win one of the three prizes, while Leto Bank helped participants be more convincing and made any voice sound alike Semen Slepakov’s pleasant baritone. The winners were chosen by the number of likes. Also, first 1000 participants received 150 oks (Odnoklassniki’s “currency”).
Result
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217 626
Visitors in total -
113 601
App installations -
6 023
Videos shot -
90Participating videos
