Gazprom-Media television advertising campaigns receive four Effie Awards Russia 2019
On April 25, Gazprom-Media Holding received four awards at the prestigious Effie Awards Russia 2019, which recognizes achievements in advertising and marketing communications every year. The winning projects were created by the Holding’s TNT and Friday! TV channels.
TNT became the only TV channel whose creations won awards in three categories at once. The channel received a silver prize for the launch of its series Domashny Arest (Home Arrest) as well as two bronze prizes for targeted promo clips that aired as part of the campaign for the series Sveta s Togo Sveta (The Girl from the Other World) and the effective launch of the TNT-PREMIER online service.
TNT-PREMIER’s launch was recognized with a bronze award in the nomination “Business Challenges/Start-Up - Effective Launch”. The online platform brings together the content shown on TNT and other television channels that are part of the Gazprom-Media Holding: TV-3, TNT4, 2x2, Match TV and Super, as well as the content of Walt Disney Studios. The OTT-platform offers its subscribers exclusive entertainment of premium quality as well as a number of perks when watching regular TV content. New seasons of comedy series and entertainment shows are available on TNT-PREMIER before they appear on air.
A large-scale, integrated advertising campaign was launched to bring attention to the premium online resource. To start, the launch of TNT-PREMIER and its benefits for subscribers was discussed on the TNT federal channel. After, there was a move to promote the online platform through the series Domashny Arest, a joint creation of TNT and Comedy Club Production (part of Gazprom-Media). A large-scale advertising campaign was carried out in the Moscow metro. Ads were also placed on the main media facade at Sheremetyevo Airport and on Rublevskoe Shosse. Targeted online advertising also complemented the campaign.
TNT-PREMIER received the silver prize in the category “Media. Marketing. Advertising” for its use of the series Domashny Arest. The series tells the story of a provincial city mayor who comes under investigation and is forced to return to living in an old communal apartment. The goal of the campaign was to attract viewers to TNT-PREMIER. The first two episodes of the series Domashny Arest appeared on the online platform on the day of its launch in August 2018. In addition to traditional marketing tools, guerrilla marketing was used to promote the project. As such, popular Telegram channels posted a specially-made video showing the detention of the mayor of the fictional city Sineozersk, apparently shot on a hidden camera. The video received wide media coverage.
As of today, TNT-PREMIER has 600,000 subscribers and the number of views on the platform has reached 120 million. Of these, 58% are views of premiere content before it is broadcast on television.
The targeted promo clips to the series Sveta s Togo Sveta won a bronze prize in the nomination “Media. Effective data campaigns”. Targeted communication was at the basis of the digital campaign. In the short videos that were made as part of the promo project, the main character of the series Svetozara predicts the fate of the viewers based on their most popular search queries on YouTube, such as relationships, recipes, clothes, cosmetics, video clips, and other topics. For example, if a YouTube user typed “salad recipe” in the search bar, a promo clip came up in which the main character of Sveta s Togo Sveta offered to predict his fate based on his favorite recipe.
The first Russian reality show about makeup, Makeupery (Makeup Artists), won the bronze prize in the nomination “Beauty. Facial and body care products”. The show, which airs on Friday! TV channel, was created for L'Oreal Paris. Students from Moscow State University’s journalism faculty came up with the show as part of their participation in the Friday! Studio television school under the guidance of the channel’s general manager and chief producer. More than 100 looks were created on the TV show. The ambassador of L’Oreal Paris Regina Todorenko hosted the show while world-class makeup artist Val Garland served as the main judge in the project’s finale. As a result of the campaign, there were more recommendations of L’Oreal to friends, while intentions to purchase makeup and mentions of the brand online doubled.
The new season of the TV show Makeup Artists launched on Friday! on March 21 and is currently part of the channel’s content offerings.