Match made in heaven Латышева Лада
Task
Develop an OLV campaign for Mamba, the oldest dating service in Russia. The service is expanding and beginning to speak not only with its historically adult core audience, but also with a younger one. The goal is to create a series of videos that could appeal to both of these audience and raise brand awareness.
Ideas and solutions
Together with the brand, we took the path of self-irony, and decided to joke about the first dialogs in the service. We used very cliche pick-up lines that men quite often use as conversation starters. There is a series of those lines that follow the same pattern: a guy asks “Are your parents pirates?” following with “How else did they get such a treasure?”. We picked three of such lines with pirates and their treasure, confectioneries and their candy and astronauts and their star and made them into absurd situations where in our world the girl’s parents (and the whole family) really turn out to be confectioners, and pirates and astronauts. Here we simultaneously gently recommend abandoning such cliches, and fantasize about what would happen if such “coincidences” really happened. One of the videos was considered as part of a focus study among various demographic groups (men and women, 25-45, Russia), which indirectly confirmed their positive impressions, increasing interest and / or trust in the video and brand. (https://fastuna.ru/report/99hR48A5Jz), Also, the videos collected about 5,000,000 views, gathered several hundred comments, started some fierce discussions about pick up lines and, it seems, brought Mamba users together even more.
