The Challenge It’s difficult to make digital work efficiently day after day. What we’ve noticed here in Russia, and it’s a general trend worldwide, is that standard banners don’t seem to work as they used to.

The key is to take the media territory relevant to our target audience and make it inviting for interactions The SolutionTo pick a Social Network No 1 in Russia (Daily Reach – 5,295,100, Affinity – 210) and give each user an opportunity to take a test. Different questions were connected by topic of new technologies. Upon the completion, users get the description of the Future they are likely to live in and a corresponding sticker to their avatars.Every 10 days, the test is updated to allow users to try a different scenario.

Advertising is much better when there’s a partnership between the brand and the consumer. Giving something that is of a value is a good way to achieve such a partnership.

The Results• 6 121 045 people have completed the test compared to 1,000,000 planned• 1 563 658 visitors to the Client’s landing Page compared to 500,000 plannedMany publications on news resources and numerous blog and forum entries What the Client thinks“We’ve used Social Media in the past with varied degrees of success. What is peculiar about this very placement is a great balance between media effectiveness in terms of coverage and quality of the contact we are achieving with our TA.”