brand launch campaign
How to launch Megaday Enerjellies amid the economic turbulence in Russia? With no budget for direct ads. Amid the economic turbulence & decreasing oil prices.
In 2014, Megaday enerjellies were launched in Russia – a 100% natural source of energy in a convenient & fun way. Now it was time to bring a word about Megaday to its core audience – thousands of office workers in Russia.
With no budget for direct ads. Amid the economic turbulence & decreasing oil prices. When on Black Tuesday national currency value can fall by 35% within a day.
Can we use the enormous social buzz about currency & oil prices to build the enerjellies Megaday brand awareness?
We found 7-day-old Zenrus.ru - a website to meditate on the falling ruble and oil prices. Relaxing background images & music.
Ruble exchange rates & oil prices streamed live. In one week the website attracted massive attention, especially among the office workers – hundred thousands of visits per day.
Megaday website provided both online sales & directed to traditional shops, where Megaday was available for trial.
In two days Megaday became the first brand to support Zenrus, supplying the office workers with the energy for meditation.
Instead of placing intrusive banners we went for a native ad. A short message leading to the MegaDay website:
One week campaign results: