MegaDay vs Crisis

brand launch campaign

Problem

How to launch Megaday Enerjellies amid the economic turbulence in Russia? With no budget for direct ads. Amid the economic turbulence & decreasing oil prices.

Idea

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.

• Don’t miss the currency rate changes…
• Watch the situation with oil barrel prices closely…
• Refill your energy and keep on meditating.

Megaday website provided both online sales & directed to traditional shops, where Megaday was available for trial.

Execution

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:

• Don’t miss the currency rate changes…
• Watch the situation with oil barrel prices closely…
• Refill your energy and keep on meditating.

Results

One week campaign results:

• 1 mln. consumers reached
• 100 000 consumers converted
  to the Megaday website
• 8000 packs sold
• Three companies ordered Megaday
  for their corporate New Year gifts
• 700€ budget – at least 50x more effective
  than direct media placement