Dmir.ru: Launch
Issue: Dmir.ru is the classifieds website, kind of russian analogue of Ebay. It's one of the websites you can use for selling and buying different items. The two main competitors (Avito.ru, Slando.ru) already have had the advertising that was pretty successful. The challenge was to find the idea that gives you a chance to get your own unique territory.
Strategy: Researching the peculiar features of these kinds of services we discovered Dmir has the uniqueness: it's the system of profiles and ratings so every customer could firstly see the "face" (photo in profile) and read recommendations before purchasing. Despite this sounds too obvious, other websites don't have this system at all. So this got us directly to the Creative idea.
Idea: It's good to know whom you buy from.
Execution: We covered the faces of the sellers from competiting website with the boxes to show how WEIRD to have deal with someone you could't see.
Strategy: Researching the peculiar features of these kinds of services we discovered Dmir has the uniqueness: it's the system of profiles and ratings so every customer could firstly see the "face" (photo in profile) and read recommendations before purchasing. Despite this sounds too obvious, other websites don't have this system at all. So this got us directly to the Creative idea.
Idea: It's good to know whom you buy from.
Execution: We covered the faces of the sellers from competiting website with the boxes to show how WEIRD to have deal with someone you could't see.
VO: Would buy a car from a person you know nothing about? On the classifieds website Auto.Dmir.ru the sellers do have FACES. It's good to know whom you buy from!
Dmir.ru. No bullshit ads.
Dmir.ru. No bullshit ads.
VO: Would buy a flat or a countryhouse from a person you know nothing about? On the classifieds website Realty.Dmir.ru the sellers do have FACES. It's good to know whom you buy from!
Dmir.ru. No bullshit ads.
Dmir.ru. No bullshit ads.
VO: Would buy anything from a person you know nothing about? On the classifieds website Dmir.ru the sellers do have FACES. It's good to know whom you buy from!
Dmir.ru. No bullshit ads.
Dmir.ru. No bullshit ads.
RADIO COMMERCIALS
“CATS”
A: Hello, I’m calling about the ad on website about thekittens!
B: Yes! Our kittens are very sweet and nice…They use thelitterbox! Will you come and take a look? (to somebody else) Serezha, you m…… (beep) piece of s……. (beep)get the f… out of here. I’m on the phone!
VO: If Olga had known who was the seller of these cats, shewouldn’t have called. On Dmir.ru you will find the sellers’ profiles. It’s goodto know whom you buy from! Dmir.ru. No bullshit ads.
A: Hello, I’m calling about the ad on website about thekittens!
B: Yes! Our kittens are very sweet and nice…They use thelitterbox! Will you come and take a look? (to somebody else) Serezha, you m…… (beep) piece of s……. (beep)get the f… out of here. I’m on the phone!
VO: If Olga had known who was the seller of these cats, shewouldn’t have called. On Dmir.ru you will find the sellers’ profiles. It’s goodto know whom you buy from! Dmir.ru. No bullshit ads.
"WEDDING DRESS"
“CARS”
A: Hello, Irina?
B: Irina or not Irina… what do you want?
A: Well I am calling about the ad on the website. Was ityours?
B: Ad-shmad… Are you coming to see the car?
A: Have there been any accidents?
B: If I’d been driving, they wouldn’t. Or you’re asking meas if I was Irina?...
VO: If Milla had known who was the seller of this car, shewouldn’t have called. On Auto.Dmir.ru you will find the sellers’ profiles. It’sgood to know whom you buy from! Dmir.ru. No bullshit ads.
A: Hello, Irina?
B: Irina or not Irina… what do you want?
A: Well I am calling about the ad on the website. Was ityours?
B: Ad-shmad… Are you coming to see the car?
A: Have there been any accidents?
B: If I’d been driving, they wouldn’t. Or you’re asking meas if I was Irina?...
VO: If Milla had known who was the seller of this car, shewouldn’t have called. On Auto.Dmir.ru you will find the sellers’ profiles. It’sgood to know whom you buy from! Dmir.ru. No bullshit ads.
“DEALERSHIP”
A: Hello, is it the car dealer? I’m calling about that carad.
B (annoyed): Hold on.
Jingle starts.
A: I was just wondered…
B: You have to wait! I am busy!
The jingle continues.
VO: If Boris had known who was the manager at this cardealership, he wouldn’t have called. On Auto.Dmir.ru you will find the sellers’profiles. It’s good to know whom you buy from! Dmir.ru. No bullshit ads.
A: Hello, is it the car dealer? I’m calling about that carad.
B (annoyed): Hold on.
Jingle starts.
A: I was just wondered…
B: You have to wait! I am busy!
The jingle continues.
VO: If Boris had known who was the manager at this cardealership, he wouldn’t have called. On Auto.Dmir.ru you will find the sellers’profiles. It’s good to know whom you buy from! Dmir.ru. No bullshit ads.
“DACHA”
A: Hello, I’m calling about that ad for the countryhouse onsale…
B: Ooh… hello… Grisha, is that you?
A: Are you the seller of the house?
B: What house?..
A: Well, it says here the house is with yard…
B: Uh-huh… (drinking)Grisha, it that you?..
VO: If Roma had known who was the seller, he wouldn’t havecalled. On Realty.Dmir.ru you will find the sellers’ profiles. It’s good toknow whom you buy from! Dmir.ru. No bullshit ads.
A: Hello, I’m calling about that ad for the countryhouse onsale…
B: Ooh… hello… Grisha, is that you?
A: Are you the seller of the house?
B: What house?..
A: Well, it says here the house is with yard…
B: Uh-huh… (drinking)Grisha, it that you?..
VO: If Roma had known who was the seller, he wouldn’t havecalled. On Realty.Dmir.ru you will find the sellers’ profiles. It’s good toknow whom you buy from! Dmir.ru. No bullshit ads.
CREDITS:
Agency: Saatchi&Saatchi Russia
CD: Stuart Robinson
Creative team: Tanya Moseeva & Sasha Bazhenov
Group account director: Ekaterina Ponomarenko
Account director: Alexander Belogorodsky
Account manager: Lolita Stepanyan
TV Producer: Galina Antipina
TV PRODUCTION:
Bazelevs
Producer: Ekaterina Marakulina
Producer assistant: Pavel Gorin
Limelight (Kiev)
Producer: Albert Zurashvili
Line Producer: Maryna Petrenko
Director: Mats Stenberg
DOP: Jacob Kusk
RADIO PRODUCTION:
IP Kobysh (Kaliningrad)
MUSIC: John Rowcroft - The Magician
VO: Victor Bokhan
Agency: Saatchi&Saatchi Russia
CD: Stuart Robinson
Creative team: Tanya Moseeva & Sasha Bazhenov
Group account director: Ekaterina Ponomarenko
Account director: Alexander Belogorodsky
Account manager: Lolita Stepanyan
TV Producer: Galina Antipina
TV PRODUCTION:
Bazelevs
Producer: Ekaterina Marakulina
Producer assistant: Pavel Gorin
Limelight (Kiev)
Producer: Albert Zurashvili
Line Producer: Maryna Petrenko
Director: Mats Stenberg
DOP: Jacob Kusk
RADIO PRODUCTION:
IP Kobysh (Kaliningrad)
MUSIC: John Rowcroft - The Magician
VO: Victor Bokhan
