Samsung Duos: Kseniya Sobchak. Crash

Grey Worldwide GmbH, Düsseldorf

Mobile phone sales in Russia and Ukraine declined sharply in 2009 due to the economic crisis.

The advertising campaign “Kseniya Sobchak. Crash” exceeded business goals for both Samsung and Evroset brands thanks to provocative communication strategy and an integrated approach to media channel selection. The campaign integration was provided by the creative idea – the car accident of rowdy Russian celebrity Kseniya Sobchak in the Evroset store. Sobchak’s car crash at Evroset became one of the most successful advertising projects using the Internet in the former USSR territory.

OBJECTIVES

  • Stimulate demand for the new Duos B5722 model at Russian Evroset stores

  • Increase the share of the whole Samsung Duos line in Evroset’s Ukrainian sales portfolio