brand launch campaign
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.
The crisis generated the enormous social buzz about currency & oil prices among the office workers. We used social buzz “listening” to search for an opportunity to become part of the buzz.
We found a 7-day-old Zenrus.ru - a single page website to meditate on the exchange rates. Relaxing background images & music. Ruble exchange rates & oil prices streamed live. In one week the website attracted massive attention among the office workers – hundred thousands of visits per day and growing.
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: