Mario Casas's fan's apartment for rent Кочергина Ксения
Task
In August 2020, CTC Love showed the famous Spanish melodrama "3 meters above the sky“ (2011) with Mario Casas. It was the premiere for our TV channel. We needed to run an effective promotional campaign of the film "Three meters above the sky" without involving a budget and to increase audience share of on-air TV viewing.
Ideas and solutions
We found that the main core of the film's target audience were young girls from the Regions. After analyzing their interests, we came to the conclusion that at the end of August most of them are at the stage of admission to universities and in search of cheap housing for rent in Moscow. Our decision was to announce the film “Three Meters Above Sky Level” on free online platforms used by the target audience. We tried to imagine about how the apartment of Mario Casas’s fan might look like in Russian realities and posted a fake apartment rental announcement on AVITO.RU with a native mention of the film on CTC Love TV channel and our office phone number. We also shared a link to this announcement with fans' publics and communities dedicated to the film and Mario Casas. As a result, in 3 days before the premiere, we received more than 1,500 incoming calls from our target audience, who listened to the auto-answer with the announcement of the film. The film "Three meters above the sky" was included in the rating of the top-5 CTC Love programs of the week by audience share. The audience share of the film exceeded the average slot share by more than 80% for the whole season
