Samsung Duos: Kseniya Sobchak. Crash

Mobile phone retailer Evroset and electronics manufacturer Samsung wanted to stimulate demand for the Samsung Duos line in Evroset stores in Russia and Ukraine.

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...

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