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2x2 TV and Tutu.ru
Tutureal 2х2

RAN IN: Russia

CLIENT
NTT LLC

AGENCY
Television and radio broadcasting company "2Х2" *Lead Agency


Film Company "Drug Druga"


SUMMARY

Tutureal is a travel-show from the TV Channel 2x2 in the form of computer games "first-person", which tells about the alternative of living cities in the world: art of the clusters, it-centers, modern pop culture. The project was created by TV Channel 2x2, together with Tutu.ru seeking to shape the image of technologically advanced, progressive, modern IT-companies, and to go on challenging traditional marketing exposure to your audience. These people are not interested in visiting places of mass congestion of tourists, they are interested in comics, animation and fantasy universes, worlds of different video games, communicate in the language of memes. This audience, as well as the language of its digital communication, fully coincides with the target audience of the 2x2 channel. Efficiency: Affinity index attracted by Tutu.ru audience exceeded 200%, against the usual figure of less than 80%.

CASE STUDY

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CASE VIDEO


Audience: Target audience: all, 11-35Representatives of "geek culture", active gamers who are interested in modern trends in digital and geek culture.Mostly have a higher education.Demographics - all of Russia

Objectives: Geeks do not like obsessive advertising, but they value useful and innovative trends. It was decided to create non-standard travel content that would be useful to this audience. Key  profitability indicators were:· Creation of 8 unique 15-minute travel programs at the cost of producing one commercial. The ability to use the received content in the online environment in addition to the TV broadcast on 2x2· Reach target audience on TV and digital channels· Attracting a fundamentally new audience of “geeks” to the Tutu.ru platform· High audience engagement with content.

Type: B2C

Language: English, Russian