Google: Chekhov Is Alive

This case study explains how internet and technology company Google used a live reading event broadcast online to build a connection with Russian culture and people.

Agency: ARK CONNECTCountry: Russia

The summary statement

Entertaining yet educational campaign that reached over 60% of the Russian population. A fantastic cast of common people and celebrities played in a 24 hour-long theatrical performance, live-streamed on YouTube on the largest online scene in the world. 700 actors participated in online readings, across 10 time zones including Moscow, New York, London, of 48 Chekhov stories…Over 700 000 unique viewers from 104 countries watched the event live.

Campaign strategy

Context:

Russia is renowned for its rich literary heritage. Yet there was a disturbing trend: 50% of Russians reportedly had...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands