AGENCY
Victoria Kanina, Client Services Director
Iuliia Bodnaryuk, Account Director
Kristina Denina, Creative Director
Alina Zaripova, Copywriter
Egor Kosolapov, Art-director
Alexey Pavlov, Senior art-director
Anastasia Chulukova, Strategic Director
Anna Chernaya, Producer
Tatiana Khmelnitskaya, Celebrity Director
Vera Yakovleva, Account Manager
Publicis Media (Russia)
Havas Media Russia
SUMMARY
How to strengthen the perception of Beeline's image as youth-oriented and attract the attention to the service that gives GBs for reading? To bring youngsters’ attention back to books we used what they are really interested in. Rap. By unwrapping the links between rap and books Beeline aims to reignite youngster’s passion for reading. We launched an integrated campaign, combining rap, classical literature, high tech and street art. As a result, image and business indicators significantly increased, we got 14 million organic views and growth of those who read.
