Digital projects

• We have designed the project with a “virus effect”, speaks of which have quickly spread all over the city and in Internet 

• We have provided girls with possibility to congratulate of make jokes with best friends, but, as a result, to make it become a holiday for them 

• All what was needed to be done - “Order a girl friend” 

Duration: 25 days (February – March 2010) 

Location: Kiev 

Step 1. To visit promo web page “Order a holiday for girl friend” at http://friends.lady.open.ua 

Step 2. • To draw up the application for “order of a girl friend” having filled in special application form 

• In application form to identify: name, surname, phone number and e-mail of an ordering party and a picture of participant, as well as information on planned attendance of some public place 

• Team drove on to “catch” girl friend in stated place 

• 2 handsome young men (promoters-actors) unexpectedly were coming to the girl friend and were overblowing her with rose leaves, telling compliments

• In line hidden camera was recording emotions of a stunned girl friend 

Step 3. Video was uploaded into the Web. 

Step 4.  • Supervisor got the right to use recorded video on a web portal http://friends.lady.open.ua/ as well as on the branded channel http://www.youtube.com/user/KotexUA 

• Agency edited the promo about girl friend and uploaded it on You Tube 

• Further on, the “virus” effect worked by it - “ordered” girl friends were forwarding link to the video with their participation to their friends and familiars, as a joke 

BTL: - Acceptance of orders - Work of filmmakers, including actors and development of plots for congratulating of each girl - Promo editing and voice recording session 

PR: - Social networks - Blogs - KotexUA channel on You Tube - Women magazines 

Internet: - Promo-page “Order a holiday for a girl friend” on web portal http://friends.lady.open.ua - Banners 

• 100 views during 3 weeks of PR campaign • Thousands of comments in blogs and forums • More than 60 messages on walls in popular groups in VKontakte during the first week. • 91% of girls complimented girls also asked to “order” their girl friend! • More than 500 orders during 3 weeks • Increase of web portal «lady.open.ua» attendance for 40%