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Street Stars
Digital show Street Stars with street musicians

RAN IN: Russia

CLIENT
Sberbank


Jacobs Douwe Egberts Rus

AGENCY
The Story Lab *Lead Agency


Carat *Lead Agency


dentsu X


Daily Heroes Media


SUMMARY

How to create a new music show that will become not only popular with the audience, but also be able to solve complex strategic tasks of the sponsors? You need to take the most honest musicians - those who play on the streets, put them into interactive enviroinment, where viewers will be able to engage, and integrate sponsors at the idea development stage so that their message is as organic as possible. As a result, 30 million viewers are watching the best street musicians competing on the streets, and the brands got the solution to achieve their goals. Huge success!

CASE STUDY

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CASE VIDEO


Audience: Our audience (18 to 35 years old) lives in large cities. They hang out in social networks, they do not believe in what advertising sells, but they are interested in quality content - from music videos to TED lectures and vk.com long-reads. They are united by love to music sincerely. According to the PBN Hill+Knowlton Strategies study, audience of 18-35 has music on the 2nd place among their interests. They listen to their favourite and new songs every day and consume huge number of music videos, live recordings and broadcasts of concerts.

Objectives: Our goal was to create a unique platform that combines quality music, social network's users and commercial brands integrated as an essential part of the project. Since we wanted our show to be massive, the main KPIs was the reach and cost of one contact.Having in mind these KPIs, we wanted to be comparable with 40 million contacts of the «Voice» (according to Mediascope), at a cost per contact of 1.25 rubles (entrance threshold is 50 million rubles according to Channel 1). Our goal – 20 million people at a contact price of 1 ruble.

Type: B2C

Language: English, Russian