AUTO DEALER OF THE YEAR 2020 Илья Техликиди
Task
We provide this Award for AVITO AUTO already for 4 years (incl 2021). Previously we got used to work in obvious offline format, but 2020 made some adjustments. It was no possibility not to provide the Award, it means to loose all the actual analytics to find out the best in automobile dealership community. Less than a month before the date of the Award it was decided to provide the event by all means and to involve all the professional sphere, as well as to highlight the new format to the event.
Ideas and solutions
To provide event at any cost in the realities of total lockdown meant to provide it online. For the first time during several years of the Award, we updated the Award’s identity and landing page autodealerawards.ru, it was also possible to leave a request for participation there. It was decided to create a series of teaser videos in order to gather the audience and to expand the current client base. Scripts were written (yes, without client’s edits), 3 cute videos about the life of the car dealer Andrey on self-isolation were shot — and all this during only one week. In these chronicles, our car dealer misses his beloved job: he opens a new car showroom, repairs a car in a service, sells a car to his only clients — fluffy toys. The videos were filmed by the director himself, he was also in the lead role — thus we solved the problem of ensuring antiviral security. Also unique sound design was created for all the videos and the online Award. The advertising campaign in social networks was launched in a critically short 8 days before the event. The reach was 26,000 users with 902 clicks on a unique link, while the cost was only 6.5 rubles per click. Site traffic began to increase rapidly, and search results increased — all this allowed us to test quickly the page for efficiency in terms of conversions. The final part of the entire campaign was the online event, that we can confidently call one of the first that was provided during quarantine regulations in Russia. The ceremony itself was hosted by Mikhail Belyanin (show "The Bachelor" on TNT TV), who supplemented the program with interactive blocks. Users were registered by personal accounts to get to the broadcast page, there were a pre-moderated chat, a block of questions, a voting and also prize draws as interactive tools. As the result, we got a record 98% retention of unique broadcast users. After the event, 41 cases with awards, certificates and souvenirs were distributed to the winners.
