The goal of the campaign was simple — to support the launch of the new Pyaterochka trademark — Vyruchay (resque in russian) — and help more people get to know the brand.
The campaign was built on the brand’s existing TV commercials. We adapted them by adding a packshot with information about the promo and a call to join a Telegram bot to participate. In digital channels, we used both the original creative and the updated video version. This approach helped us build brand awareness while also directing users to the chatbot and motivating them to make a purchase.
Customers who bought Vyruchay products could upload their receipt to a special Telegram bot and take part in a prize draw. The main prize was 1 million rubles, and the winners were chosen randomly, so everyone had a chance to win.
To reach as many people as possible, we placed OLV on different platforms (VK Clips and Rutube) and supported the campaign with placements in Telegram channels that shared information about the promo. This helped attract attention to the brand and encourage people to join the promotion.
Results:
The campaign was built on the brand’s existing TV commercials. We adapted them by adding a packshot with information about the promo and a call to join a Telegram bot to participate. In digital channels, we used both the original creative and the updated video version. This approach helped us build brand awareness while also directing users to the chatbot and motivating them to make a purchase.
Customers who bought Vyruchay products could upload their receipt to a special Telegram bot and take part in a prize draw. The main prize was 1 million rubles, and the winners were chosen randomly, so everyone had a chance to win.
To reach as many people as possible, we placed OLV on different platforms (VK Clips and Rutube) and supported the campaign with placements in Telegram channels that shared information about the promo. This helped attract attention to the brand and encourage people to join the promotion.
Results:
- Receipt promo reach — 15.8+ million
- OLV reach — 16.6+ million users
- Uploaded checks — 42,239
- Unique users who launched the bot — 51,255