Music Video "Plachu Na Techno" on the balconies by PIK Group Rabbit & Carrot
Task
In the period of self-isolationthese PIK decided not to freeze their advertising budget, but rather to focus on memorable communication projects that would inspire the audience, as well as achieve several brand goals: •To stand out from the competition and have an image-building effect •To reach a wide audience and the highest possible number of target customers •To support the community of PIK residents and build brand loyalty among the target audience •To make the communication interactive
Ideas and solutions
PIK Group, in collaboration with the "Cream Soda" band, "Chicken Curry" creative team and "Rabbit & Carrot" digital communication agency, released the music video "Plachu Na Techno", inspired by Italian-style singing and dancing on the balconies. They also invited their audience to take part in the flash mob of the same name. On the popular YouTube music show "Studio 69", which was the first to feature the cover of Bread’s song and future hit "Plachu Na Techno" by Cream Soda, PIK started product integration by advertising the unique features and convenience of the online apartment purchase service which had been launched to a wide audience during the pandemic. PIK both created a 100% association with one of the number 1 hits of the self-isolation period, and showed that now apartments could be safely and conveniently purchased online. •The video has received a positive response from viewers as well as mass media. PIK's project has been mentioned in such well-known mass media outlets as Meduza, RBK, Kommersant, Afisha Daily, Lenta, Sostav, AdIndex, Cosmo, GQ, Esquire, Dozhd, TimeOut, Snob, and others. •More than 14,000 positive comments on the video, posts from the grateful residents of PIK estates. •With 6m views being the initial target, the video ended up with over 30m views on YouTube within two months. The video was also broadcast on all Russian music channels. In total, the video has been viewed at least 50M times. •Viral distribution of the video has recovered the costs of the project several times over: placement on sites that wrote about the video and the challenge would have cost 3 times more; to buy similar coverage on other channels (OOH, TV) would have been 10 times more expensive than the actual cost of the project. •7,000 participants took part in the flash-mob •The campaign won PIK +50% of search queries with the keyword "Meshersky Les" and +15% organic traffic to PIK's site by the same query.
