Creative ideas proposition for Yulmart online retailer (ENG)

Ideas for digital campaign designed to increase brand knowledge.

Transcript

1. DIGITAL OFFERS FOR REAL SALES FOR ULMART CYBERMARKET 1
2. 2 CLIENT: Ulmart PRODUCT: Russian retail operator that provides the most modern way to make purchases through the so-called “Cybermarket technology”. Yulmart consolidates diversity of services, food and nonfood items, which are available for purchase online or offline through the widespread network of stores, covering all Russia. TASK: Yulmart was developed as an online shop with mostly IT-goods. Today Yulmart it is Russian amazon.com, which provides both online shopping and offline shopping in stores. The goal of a campaign is to show that cybermarket Yulmart is a new level of online trade. ADDITIONAL TASK (not compulsory): to increase the number of subscribers in social media groups. TARGET AUDIENCE: All Russia, 18-59, F/M BRIEF
3. IDEA 1
4. 4 MANIFESTO Technologies exist not only inside our phones and laptops. Online trade implementation in a real world makes them far more tangible. We just need to look around.
5. YULMART PHOTO HUNT To display this we announce 5
6. 6 Using augmented reality, photo hunt participants try to find around town as many objects available in Yulmart as possible. The winners get 50,000 XXL- bonuses* for purchases. *XXL bonus is virtual currency for shopping in online and offline Yulmart stores IDEA
7. ACTIVATION MECHANICS User registers his account on photohunt.yandex.ru and downloads the PhotoHunt application onto smartphone/tablet. User looks for objects that can be bought in Yulmart on the streets using Photohunt mobile application. Members of Yulmart social media group receive additional tips. 1 2 3 4 5 User makes pictures of Yulmart objects and uploads them to his personal account using Photohunt application. User who collects pictures of all objects in the city receives 50,000 bonuses that can be spent in Yulmart for purchases. User learns about the project from viral video in social media and Youtube pre-roll adds.
8. 8 Video published in social media and Youtube pre-rolls announce the campaign. Each video starts with revived Internet memes strolling down the city street: the most evil cat in the world, Beyoncé-Hulk, turning from gold to violet and back dress. Video ends with the horror expression on a meme face caused by sudden appearance of a person with a smartphone. Voice over announces digital coming out and encourages the audience to start hunting for Yulmart cyber stuff in the city. VIDEO ANNOUNCEMENT
9. Yulmart Photo Hunt takes place in 5 big cities in Russia. To enter the hunt user registers on a photohunt.yandex.ru and recieves "hunting license" – online access to the city map which indicates locations of objects of hunting. HUNTING LICENSE VADIM, MOSCOW 5 objects collected MARIA, Petrozavodsk 6 objects collected
10. 10 Subscribers of Yulmart social media group receive additional tips on how to find objects of the hunt. TIPS Tip for photo hunt participants in Moscow! Your goal in Gorky Park . Look for an object you dream about after a long stroll;) Good luck!
11. 11 PHOTO HUNT Bean bag RELAX EASIGO JL037222N 1 190 RUB. You can order it online or in the nearest cybermarket: M. Taganskaya Str. Marxist, d. 3s1 Five cities take part in the Photo Hunt. Each city has 10 objects, which can be bought at Yulmart. The task of the hunter to find each of the objects (using maps, Photohunt application and tips), take its picture and upload the photo to the personal account. The one who completes the task first gets 50,000 XXL bonuses for shopping at Yulmart.
12. 12 Each city gets one winner. This is a user who collected pictures of all objects and was the first to complete this task. As a reward, he/she gets 50 000 XXL-bonuses for the purchase of trophies at Yulmart. TROPHIES
13. IDEA 2
14. 14 We live in a vast country, rich in craftsmen, some of them create fantastic things. What do we know about the talented people and their work in Samara? Or in Khabarovsk? Certainly each region can boast about something unique. If we lived a few hundred years ago, we would have learnt about some local miracles from itinerant merchants, but with cyber trading we can not only find out about handcraft but chose the best producer and buy it. MANIFESTO
15. FIRST FEDERAL CYBER FAIR As an expert in federal scale trade Yulmart announces a launch of 15
16. 16 As an expert in a trade of new generation Yulmart with the help of its customers from all over the country, organizes a cyber fair, which will gather unique products of each Russian region. IDEA
17. ACTIVATION MECHANIC User learns about the project from viral video in Youtube pre-roll adds and ad-posts in social media groups. User recommends a unique brand / handcrafted product from his region using social media. Visitors of cyberfair.yulmart.ru vote for an article, which should represent their region at the cyber fair. 1 2 3 4 On the cyber fair website each user can order the product, which represents one of the regions of Russia, and receive XXL- bonuses for shopping in Yulmart. *XXL bonus is virtual currency for shopping in online and offline Yulmart stores
18. 18 In the social media groups targeted to region or city issues, in Yulmart outlets and small regional shops we offer users to nominate worthy representatives of the city to participate in the First Federal cyber fair. ANNOUNCEMENT Tula? What is that? Is that a place where they all are crazy about samovars? Make your town famous! Tell us about those who are worthy to represent your region at the First Federal Cymerfair by Yulmart.
19. 19 Video published in the social media and youtube pre-rolls announce a campaign. In the videos modern young men are shown in familiar situations - at concert, restaurant, office. However, their pattern of speech and behavior replicates the boyars manners and creates a comic effect. At the end of the video, we encourage the audience to take part at First Federal Yulmart Cyber Fair. VIDEO ANNOUNCMENT
20. 20 Each user can recommend unique brands/handcrafted products produced in his town on Yulmart social media page. In order to promote his nominee user is encouraged to share the post on his own page. NOMINATION Our «I'm Siberian» enterprise sew cool sneakers! Vote for the sneaker! YEKATERINBURG
21. 21 To vote for nominated products one has to be a member of Yulmart social media community. According to the voting results each city can be represented by one brand/ handcrafted product solely. VOTING Choose a product that will represent Yekaterinburg at the First Federal cyber fair. Opening soon at of cyberfair.yulmart.ru!
22. 22 FIRST FEDERAL CYBER FAIR AT CYBERFAIR.YULMART.RU NOVOSIBIRSK 20 000 RUB YEKATERINBURG 7000 RUB KAZAN 5000 RUB 1 PC SARATOV 3000 RUB VLADIVOSTOK 8000 RUB At the cyber fair user can order any item, and get the XXL-bonuses as a part of a bargain for cyber shopping at Yulmart itself.
23. 23 If the user’s nominee gets most of the voices and became an article for sale at cyberfair.yulmart.ru, the user receives 500 000 XXL-bonuses for shopping at Yulmart. WINNER
24. IDEA 3
25. 25 February is an odd month. There’s a tender Valentine's Day and a stiff masculine Fatherland Defenders Day just two weeks after. Yulmart is known for amazing diversity of goods and will easily solve all these contradictions. MANIFESTO
26. THE FEBRUARY PROJECT OF GETTING EMOTIONS INTO SHAPE! It's time to conduct
27. 27 Within a month, social media users are involved in a competition. The task is to shape different emotions using Yulmart goods better then others. IDEA
28. ACTIVATION MECHANIC Every 5 days user learns about next contest task in social media: to shape emotions on Yulmart page. Within the "Vkontakte" application user sets a kit of Yulmart goods that reflects this sentiment and shares it. User who collects the highest number of "likes” for the kit receives a reward. 1 2 3 4 User learns about contest with Youtube pre-roll adds.
29. 29 Video published in social media and Youtube pre-rolls announce the campaign. In video people show their emotions inadequate to situations. A bride at a wedding begins to scream and cry, as if she’s on a roller coaster. A student gleefully laughs at his examiner. Deeply touched police officer wipes at the time of culprit’s arrest. At the end of the video, an audience is encouraged to shape emotions while participating in Yulmart contest. VIDEO ANNOUNCMENT
30. A new task is announced through Yulmart social media group every 5 days. Each task is to display the embodiment of one of human’s emotions using Yulmart commodities image. ANNOUNCEMENT IN SOCIAL MEDIA What do you know about excitement? Shape the sentiments! Set a kit with Yulmart goods to display this state of mind and win those items!
31. 31 To take part in the contest one has to subscribe on Yulmart social media page. With the “Vkontakte” application user composes a set of cybermarket goods, which, in user’s opinion, reflects the emotion. User shares the solution on his own page in order to score more votes. SHAPT THE FEELINGS MY EXCITEMENT LOKS LIKE THIS. Vote for me, and I'll get all these as a reward from Yulmart!!
32. 32 A user who collects the highest number of "likes" receives all items from his set as a reward. WINNER THANK YOU YULMART! I am encouraged by the prize!
33. Thank you for attention!