LADA X Chetkaya Peredacha [Clean Transmission Екатерина
Task
Goal: building a love brand and debunking the myths and negative stereotypes about the quality of the LADA vehicles. The team was aware that reaching this goal required long-term performance. That is why the mission assigned was to create a content strategy for the next few years. As a part of this content strategy, we plan to reach a large audience, inform them that LADA is a quality car, engage the audience into communication and get a positive response.
Ideas and solutions
In order to create an interesting and honest project that would appeal to the young and critical audience, we needed to find ambassadors with a really large reach. In addition to that, it was important for them to look natural in the LADA car and to be “ordinary people”. In their hunt for influencers, the LADA team searched not only the Internet, but the TV industry too, thus finding the perfect characters — Kolyan and Vovan from the cult TV series “Realniye Patsany”, broadcast by TNT. Thus, the best match was created, inspiring the creative idea of the project. Everything started on TV: the LADA Granta was integrated into the 12th season of the famous Russian TV show “Realniye Patsany”. It reached the regional audience, fans of entertainment shows on TV, and it started creating the association between the brand and the main characters, thus preparing the platform for the launch of the YouTube show. Three months later, an entertainment web-series “Chetkaya Peredacha” was launched, starring the “Realniye Patsany” from the TV show in character. According to the storyline, Kolyan and Vovan decide to become real car bloggers, so they ask Zhekich Dubrovskiy, a top car channel YouTuber and an expert, to help them. In the show, the characters test the vehicle, debunking the myths about it. They even make videos for the music tracks, created specifically for the project. In order to increase the audience engagement in the comments of the “Chetkaya Peredacha” channel, a contest for the best second season scenario was organized. The winner was to receive the Lada vehicle. The web-series was announced with the help of the “Realniye Patsany” themselves, as well as car, comedy and lifestyle influencers. This approach allowed for a large reach and a high rate of engagement from the target audience. This resulted in the YouTube algorithms recommending the show and pushing its organic reach.
