Aviasales Tips and Tricks
ABOUT THE PROJECT
Developed an advertising campaign for Aviasales and got a surge in organic reach.
At the peak of the pandemic, the number of flights dropped by 80-90%. But there were still open destinations and it was important for Aviasales to give information about them. The brand decided to launch a campaign to remind a wider audience about their service and the opportunity to fly.
To support ticket sales through Aviasales and reach the maximum audience.
Life hacks cracked
Everyone is so sick of life hacks that commercials that mock the genre have become a trend in the West. Dasha Kubik, a TikToker, was one of the first in Russia to film sarcastic 'life hacks' and make them popular. We got on the trend and jumped in with the Aviasales ad.
Idea and concept
Putting it in a box
We took the template of a viral TikTok and embedded the brand into it. How do you make a projector out of an old pot? You can't. It's easier to buy a ticket on Aviasales. It's easy and, most importantly, realistic. That's how the concept of funny life hacks and the creative framework came about.
The whole concept is a classic TikTok format. But we were confident in the power of the idea, and that it would work in any channel. So, we launched an advertising campaign on Facebook, YouTube and Instagram Stories. TikTok was just a casting tool, through which we discovered bloggers and other charismatic, dynamic personalities.
How We Selected Bloggers
We made the decision to reach the maximum audience. A range of bloggers were chosen for this: young and old, male and female, boomers and zoomers, well-known and niche. This is a more effective way of targeting commercials to different audience segments.
Faces of the advertising campaign
Singer famous for parody covers
Arine on TV
Actress and parodic singer
The fragrance thief
One of the Kubik v Kube voices
Autoblogger and VAZ restorer
Actress and scriptwriter
Family of comedy bloggers
Later on, other bloggers picked up the concept and started filming their own videos following our creative framework. The Aviasales team also joined the advertising campaign. Senior creator Dasha Khlestko, PR director Janis Dzenis, and marketing head Dasha Patiutko shot the clips, which you can watch below.
The bloggers shot 99 percent of the videos, we just described the creative framework to them. Our director kept an eye on the footage through Zoom, like a pilot watching their instruments while on autopilot. It was a new approach for us and the bloggers.
The results are top-notch
With our creative framework, even little-known characters came out with engaging videos. For example, a video by screenwriter Gadzhi Ataev got the same percentage of views as SQWOZ BAB (44%). And here are more figures:
- 17 videos with different characters and life hacks;
- 30 million views/u003c/strong> total on YouTube, Facebook, Instagram;
- 60% of views — over half of videos — watched without skipping.