We used a simple psychological trick to cure irrational fears – we invited users to face their fear, live through it and see how silly it is. People found themselves on a completely black site, where they could see nothing. They got confused and started clicking automatically thus making a purchase. This was the metaphor of the “scary online shopping” and “buying something strange accidentally”. People saw the results of their shopping – silly and awkward goods, but our client was there to help. All clients of Post Bank get instantl insurance when they shop online. So if something goes wrong the Post Bank takes care about everything – returning the goods that did not fit or repairing something that was broken. So people saw how easy it was to overcome their fears and how silly these fears actually were.

The main part of the campaign was the site that went dark when the user interacted with it. After that the user “bought” a silly product – on of many – that he could then share in social networks.

The project was popular in social networks (and it’s still running) – people shared their purchases on their pages and even presented their friends with these funny goods on 1st April.

Our main goal was to spread the campaign across the social networks with our limited budget.

Many people in Russia are still afraid of shopping in the Internet as often you receive something that does not fit or it just gets broken on the way. So people think about online shopping like it is shopping in a dark room – you can not see or touch the product and it’s a risky thing to do.