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2019 FINALIST MEDIA/BRANDED CONTENT RUSSIAN FEDERATION
2x2 TV and Tutu.ru
RAN IN: Russia
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.
Language: English, Russian