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
http://www.behance.net/gallery/Dmirru/5191647
CREDITS:
Agency: Saatchi&Saatchi Russia
CD: Stuart Robinson
Creative team: Sasha Bazhenov & Tanya Moseeva
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: Sasha Bazhenov & Tanya Moseeva
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
