Hey, pssst! Wanna some creative ideas?

In summer 2020 Lexus decided to refresh it's official channels in Russia to be more creative and attractive in always-on content. Our human centered approach helped us to deliver new tone of voice and communication platform making it more daring and meaningful.

In terms of visual strategy, we found the ideal proportion of global and local content. Not only we maintained the premium image of Lexus brand, but also discovered new ways to engage target audience through never used before formats and instruments.

In our storytelling campaign we've added portion of art and life to genuine product posts and created a special inspiring atmosphere. Our mission was to propose a different point of view of the key selling points of Lexus cars by matching product close-ups with in life images relevant in look and feel.

To raise the confidence in Lexus customers we created an image campaign that transmitted each profit of the official customer service. According to our human centric approach, we placed the hero of our videos in real life situations in the dealership center so he could represent all the reasons to believe first-handily.

Results:
9,4 M Reach in SM — 101% vs KPI
0,9 M Reach in IM — 80% vs KPI
1,2 M Reach in PR — 116% vs KPI
10,5 M Reach TOTAL — 101% vs KPI

To support Lexus official customer service image campaign we collaborated with The Blueprint media in a special project that focused on 5 key points of customer journey in service: Omotenashi hospitality, genuine parts, express service, on-road help program and Lexus Boutique.

In the year of Covid-19 pandemic Lexus became the first big business, which supported small businesses of Moscow during hard times. We provided informational support of Support Local initiative, helping them to reach more audience and build an awareness. In addition we collaborated with popular Doma.FM Instagram account to provide recipies of delicious meals from chefs of various Moscow restaurants. That campaign helped us to strengthen Lexus brand image on a relevant territory of entrepreneurship and support a social cause.

Collaboration participants:
Camera Obscura Coffee
SLOVO Publishing House & Store
Rock The Cycle
Fitmost
Rovesnik Bar

Today, clients perceive Lexus as a reliable and premium brand and do not expect that Lexus could be exciting and adventurous as well. To prove this, and to make them discover the exciting side of Lexus, we decided to go big and chose Baikal as it is not just the world's deepest frozen lake with the unique blue ice surface, but it also provides all the opportunities to show Lexus SUVs in their best.
So, we invited 15 top opinion leaders, who challenged Lexus in absolutely new conditions and revealed all Lexus strengths to millions of their followers.

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Results:
37 M Coverage — Media
26 M Reach — Infuencer's channels
4 M Reach — Lexus Social Media

For Lexus to be more human centric means to listen for the audience, understand it's needs and be helpful. After insightful research we found the most problematic situations regarding Lexus user experience and created series of videos in order to explain how to use various technologies and functions.

On June 12, 2021, the great premiere of the all-new Lexus NX took place. According to the approved 360-strategy for promoting the innovative crossover, the advertising campaign was divided into several stages: Pre-Teaser, Teaser and World Premiere.

A number of activations have been developed to fully present the benefits of the all-new Lexus NX to the audience. All marketing channels worked in sync. So, in the official accounts of the brand and the accounts of loyal brand influencers pre-premiere publications were made. At the same time a landing page was launched to draw the attention of Lexus subscribers to the upcoming world premiere.

Results:
12,5 М Coverage
20 K Visits of landing page
700 Leads
207 Pre-orders

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People are tend to get used to their cars so much that cars become like friends or part of family for them. It's twice right for Lexus owners because of luxury nature of car and comfort it provides. Some of owners even give name to their beloved automobile and while posting pictures or videos in social media make reference as if it's the real person.

By using the human-centered approach in our communication we create image campaign for Lexus Select program that imitates the social campaign for adopting pets. They feel. They miss. They don't have any differences from the new companions and want to be the part of your family.

TAKE THEM WITH YOU

We organized a live broadcast of the event in Garage Gallery and provided the with full-scale information support in social media, PR and press. Popular comedian and actor Dmitry Khrustalev was the host of the broadcast meanwhile Lexus LX presentation itself was hosted by the legendary Russian journalist and TV presenter Vladimir Pozner and the famous theater and film actor Igor Vernik.

Influencers also took part in the campaign, they not only helped with the announcement of the event, but also released early reviews of the model based on the materials received. The approach to communication that proved successful earlier at the launch of the Lexus NX worked here as well.

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Results:
51 K Reach — Live Broadcast
6,9 M Reach Total — PR & Social Media
3,4 K Reach — Chatbot in Social Media
936 Leads Total

Lexus Design Award is an international competition platform for designers and artists. Every year, thousands of professionals and emerging designers from all over the world participate in the competition, striving to present their innovative ideas and bring them to life.

Lexus Design Award Russia Top Choice is the Russian stage of the international competition aimed at finding ideas that could contribute to creating a better future. An important part of the competition is the educational program: lectures, discussions and workshops by visionaries in the field of technological design, art and architecture. Our task was to held the Russian stage, support the educational program and selection as well as provide the participants with any info they needed.

We live in a new times. Everything has changed in the world, in technology, in relationships, in people. It used to be difficult to get the whole family together even for dinner, now parents and children are together almost all the time. And they begin to discover new qualities in each other.

People used to be able to travel anywhere, now everyone has turned their attention to domestic tourism. Skoda is the perfect companion for such searches. The car gathers all family members under its roof and comfortably delivers to where new experiences await.

SKODA IN SEARCH OF FAMILY ADVENTURES

In psychoanalysis elaboration (or 'prorabotka' in Russian) is a mental mechanism and common technique of interaction the analysand's actions with his experiences through discussion and interpretation.

In the creative concept 'PRORABOTKA' we use this technique to demonstrate our
expert knowledge 'about work' (or 'pro rabotu') as such. 'PRORABOTKA' will help HR specialists to upgrade themselves, prepare for any situations and avoid mistakes in the future.

PRORABOTKA. Come To Talk About This

Watch Avito PRORABOTKA Event

To help Leroy Merlin solve the problem with Retail Arena bottle-neck in internship applying we developed new site with convenient and comprehensive interface. Communication and design were based on creative concept 'Don't Conservate Your Ambitions' developed previously for Retail Arena program.

SberService is one big team of professionals who change industry. When they work together, they are closer to the main goal - become #1 in the integrated service in Russia. And they have already achieved a lot on the way to this goal. There are difficulties in their work, but they will help to temper character to those who deal with them. SberService is something more than just work. It is the competition where people want to achieve professional and personal success. For experienced players it is prestige and pride, for young specialists it is profitable transfer and step in the career.

To develop strong HR-brand with integrated principals, get attention of professional target audience and provide successful employment we decided to use the theme of team sport and competition. Football was the best choice since the majority of SberService professionals are men with strong unity feeling. Our communication platform was based on motto 'Our Sport Is Service', we addressed target audience with lead message 'Become The Most Valuable Player' and promoted SberService CEO as a playing coach.

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Generation Z dreams of the day when all gadgets will work forever, the quality of communication will not be sag, and the Internet will 'fly' everywhere and always. Tele2 sets an ambitious goal to bring this future closer within the framework of its hackathon and create projects that will provide young people with the opportunity to enjoy content and communication without restrictions. But in order for this task to be completed it must be constantly energized, just like gadgets with electricity. In our case such energy will be enthusiasm and creative power of the hackathon participants!

Tele2 office turns into one big battery powered by an irrepressible energy of talented professionals in the field marketing, strategy, creativity, digital services, etc. This battery will direct collected energy to improve mobile communication and provide new opportunities for Tele2 clients.

CHARGE THE FUTURE WITH DIFFERENT POWER

Rusagro merged with the oil and fat business so it was necessary to present company values to the new members of united team. We developed HR campaign based on the simple insight that company values are actually the life values.

Campaign started with a workshop where top managers of the oil and fat business recalled their stories from real life when some value was applied. These stories formed the basis for 5 plots of online quest, which revealed the life values for the rest employees of the Rusagro fat and oil business. Among the participants of the online quest we held lottery with valuable prizes. At the same time the Week of Values started offline with the presentations from ambassadors.

When a new employee enters the Pyaterochka office along with his probationary period the 'fit-in' stage begins. He is looking for an individual approach to his colleagues in order to achieve the set results and they also try to figure out what a person he is. During this period everyone is trying to find the 'key' to another person, so that he opens up to you, and your individual work becomes joint.

JOIN THE TEAM AND GET THE KEY FROM PYATEROCHKA

To develop strong and fresh creative platform for Rostelecom HR brand we decided to reveal the 'inner kitchen' of the company. So that people would not invent legends and myths about it and instead talk about projects, processes and, most importantly, the opportunities for employees that Rostelecom provides.

Rostelecom will surprise with opportunities - that's how we formulated a big idea for ourselves and thus offered slogan that really sound.

To form a bright HR brand that will convey the advantages of working in LANIT to employees and job seekers we took projects that the company deals with as a base of our communication.

In catchy slogans we juxtapose the best features of working in LANIT to what is
at the person now. The copyright formula sounds like this: It's better to do ... (complex, cool, non-standard projects, etc.) than just ... (dream, criticize, fear, etc.). Thus we have developed tailored messages for each audience segment.

To present and launch in Russia latest innovation that reduces tobacco consumption side effects we delivered dozens of campaigns across all channels: one-to-one, BTL, SMM, OLV, digital, event, inluencer marketing etc. In the result glo became the second popular tobacco heating device in Russia and glo brand quickly gained solid part or market share.

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We invited lifestyle and tech journalists and influencers to posh restaurant Insight in one of Moscow City towers to introduce glo before it's launch in retail.

After presentation from BAT top managers we showed the whole range of glo devices and flavors through personal trials and entertained the crowd with concert and immersive show.

We welcomed guests of the main fashion event in Moscow in glo lounge to show the the newest innovation from BAT Russia and drive trial. Every guest could make his own stylish portrait in our photozone, watch the VIP showcases in comfortable atmosphere and get the limited edition of glo with MBFW engraving.

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After 4 months of dedicated work and focused communication we got tremendous results in building the glo brand. Target audience realised that there's new player on the market with it's strong sides that overcome competitors.

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To drive consideration in glo brand we moved further and developed communbication platform based on a simple insight.

Each smoke break for a smoker is a pause, a moment of time when it is necessary to interrupt something. He goes out into the street, at the risk of missing the most interesting, he becomes absent and nearly invisible. While friends continue the conversation, while the band is playing on the stage, while an interesting film is being shown.

With glo you won't miss ANYTHING! Thanks to the advantages of this tobacco heating technology, you can enjoy creativity, work, communication, music, romance and much, much more without any interruptions!

glo. Don't Miss Anything!

We developed premium 2-store lounge with beautiful view from above and collaborated with international sculptor to create glo art-object. During this event we also presented glo Carbon LEP that was available for pre-order only for guests of MBFW Russia 2018.

In order to upscale glo brand in premium segment and address executional guidelines we developed new brand code that was implemented in new pop-up stores and retail.

We used modern combinations of materials with different textures to highlight the uniqueness and premium character of glo: felt, clear plastic, nonferrous metals in the color of the device, bamboo, matte and glossy plastic. The first flagship store surprised guests of MEGA Khimki mall with unique parametric design in form of shell.

We partnered with biggest and loudest summer festivals in Russia to present glo: Stereoleto in Saint-Petersburg, Nashestvie in Tver, Alfa Future People in Nizhniy Novgorod and Geek Picnic, Taste of Moscow, Parklive, Moscow Air. Our lounge provided guests with comfortable seats, cool lemonade, stylish slow-motion videos and the best view from the second floor.

Also it was the perfect moment to introduce our new flavors - Vanilla Mint and Fresh Berries.

During FIFA World Cup in Russia we started the stimulation campaign for the fans. They could win widescreen TV to watch all the matches, game console to play with friends in pauses and other prizes.

We also developed glo x FIFA 2018 activation in open air theater in Gorky Park so all the guests of Moscow could watch matches and enjoy glo.

We faced with challenge to launch new glo 2.0 device that differs from 1.0 only in design. So we took the main design feature as a base for our campaign communication and invited consumers to have a look on fashion (or style) from a different point of view.

glo. Your style from different angle!

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For the third time glo becomes the official partner of Mercedes-Benz Fashion Week Russia. New stylish glo lounge, new look for promo staff and new collaboration. To present collection of limited edition devices - Aurum, Chrome and Carbon - we teamed up with famous Moscow fashion designer ARUT MSCW. He created exceptional fashion accessories for glo devices only.

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Watch ARUT MSCW showcase

For the first time in Russia and in category glo presented the sticks with capsule. To underline the incredible flavor that literally bursts with tints and shades and ability to switch taste in any moment we developed eye-candy key visual. Slogan is a game-of-words that mixes 'adventure' with 'switch'.

glo. Your Bright Switch For Adventure

During Gender Holidays of 23rd February and 8th March we started new campaign to help people avoid 'giftface'. The insight was simple: when i give present to a close person i want him/her to know that i had been really thinking of one while choosing the gift. I don't want him/her to think that it was some spontaneous generic choice.

So glo will help you to make this gift very personal - from the way it looks to the way it works. The solution was to create glo bundle with personal accessories: cases, bracelets and other. Your relations would be cleaner and finally you will forget about this question 'Will he/she like it or not?'. Also it was the best moment to introduce new glo luxury edition with refined design, golden elements and matte cover.

glo. Special present in your style!

Artaste (Vkusstvo) is a search for incredible and unexpected combinations at the junction of modern art and specific taste within the framework of collaborations of creative people from different fields and the glo brand.

This is a search for new experiences that are behind the taste. With this bright, catchy and unusual word we name the whole range of activations to launch new flavors and devices throughout the year. New communication platform has 3 types of activations: collaboration linked to device launch, collaboration linked to new stick flavor launch and collaboration without link to any launch.

When glo meets artists ARTASTE is born — a combination of impressions based on taste!

glo and fashion merged in a new tradition. For the first collaboration in Artaste platform we invited famous russian designer Igor Chapurin who created stylish accessories for glo devices in his new collection 'Atmosphere'. Guests of MBFW Russia 2019 enjoyed both the show and the privilege to buy limited edition bundle.

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To present and launch in Russia nicotine packs LYFT which is rather unusual product for smokers we decided to challenge the stereotypes. We based our communication on 'who said' formula to question something obvious and give it a new meaning from the LYFT perspective. Thus first part in communication refers to something that interferes in life of our target audience and the second part is a new perspective.

We developed 3 types of key visuals to introduce the product, show it's performance and implement it into smokers lifestyle.

Tele2 is the only provider that always stands on the side of the client and acts according to different rules. In Online Park activation we offer an alternative view on the urban social space in which the experience of visitors will become even more interesting and cooler. Thanks to the fast 4G mobile internet from Tele2 a full-fledged coworking space, a cinema and a lecture hall for dynamic and creative visitors can appear even on the street.

It is difficult to show the high speed of the internet in online where the speed can often drop. To unleash the full potential of high-speed mobile internet you need to try it offline! Tele2 invites you to see in reality what high-speed 4G can do!

TEST ONLINE IN OFFLINE
Work, study, have fun with Tele2's 4G Internet!

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To integrate Tele2 into Red Bull Air Race festival in Kazan we developed site and online activation for existing and potential clients. Users could win tickets to festival and learn about all privileges that available at Tele2 lounge: VR-flights and 360 photo stand, autograph sessions of pilots and live broadcast of show flights on big screens.

Mobile providers are competing with each other in how many minutes, gigabytes and messages they give to their clients at favorable rates, and we're so tired of it. These companies have forgotten that impressions are the most important things that people get in Saint-Petersburg.

Tele2 presents new tariff 'Pitersky' for the residents of the city which will help to rediscover the beloved Saint-Petersburg for themselves and get new cool impressions in exchange for minutes, SMS and Gb!

TARIFF 'PITERSKY'
Real impressions in exchange for minutes, SMS and Gb

Every time a person hears the name or sees the Scania logo only one image appears in his head - trucks. To solve this problem we developed the new communication platform.

Today Scania provides not just trucks, but an individual comprehensive solution for a specific task: equipment, tech support, services, specialists, special financial products - in short a full set of the most necessary elements for solving any business problem. Like a constructor. Or ScanStructor!

ScanStructor is Scania's tailor-made solution to build or expand your business structure. ScanStructor is a flexible communication platform to adapt any brand proposition.

NOW SCANIA DELIVERS COMPLEX SOLUTIONS

I started in 2015 and now some years later my channel 'Fear, Loathing, Internet' has over 7000 subscribers, over 50 000 000 views and some of my coubs are posted in the biggest memes groups and publics in Russian Internet.

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Since 2014 I'm searching the whole web for the best car advertising in the world. Videos, digital projects, social media campaigns, out of home and word of mouth - every channel and every activation that got impressive execution and effective results will appear on our week selection in Autobuzz.

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