Enjoy with us

•

Backstory: After the success of the advertising campaign Your hobby
already has a domain, CEO REG.RU Alexey Korolyuk suggested thinking about and implementing an advertisement that would promote Hosting product.

Brainstorm: 100+ variants of concepts were generated. Then, based on the feedback from colleagues, the Top 10 concepts were selected. Of which, in the end, 2 concepts were chosen for production:
1) Test drive of the car from the hosting world
2) Hosting partner of your business

Production: It was decided to use footages and royalty music. This allowed us to save 79% of the advertising budget, which we subsequently used to budget the promotion of this advertising campaign

Advertising message: Enjoy! We will take care of the server.

So we wanted to convey to the target audience that our customers enjoy (*dance with happiness) from working with REG.RU

Audience reaction: After the launch of the advertising campaign, users began to actively give positive feedback. Some said they started looking for ads on YouTube and music from it, others said they would switch to hosting REG.RU after watching the ad, and someone noticed that this is the best ad he has seen.

Fans began to appear who made hourly versions of ads and posted them on YouTube.

Professional reaction: Colleagues from the professional community actively discussed this case, some did not understand, and others explained the concept to them, thereby creating additional virality and an increase in brand mentions. Some colleagues were looking for advertising creators to order similar advertising of their brand from them.

Brand Lift Research:

1) Brand awareness growth increased by 19% and willingness to buy hosting in REG.RU 20% growth among respondents.
2) The growth of brand search queries — 300.5%
3) The growth of post requests for hosting REG.RU — 73.2%
4) At the 1st viewing of the video, the growth of interest in the brand increased by 133.3%, at the 2nd increased by 245.4%, at the 3rd — 355.4%

Sequel: After the success with the launch of the advertising campaign, it was decided to prolong the story and remove the story about the employees REG.RU

Ambitious tasks, service development, creation of innovative products, working in a friendly team and a family atmosphere — that's what we enjoy every day!

Brand Life Research (*after the launch of the sequel):

1) The cost of attracting an audience decreased by 33%
2) Growth of brand search queries — 583.6%

Awards: Advertising series "Enjoy!" entered the shortlist of the international MIXX Awards competition in the nomination — Best Use of Digital Video Advertising

Shortlist:

Nectarin — Welcome to the office with Alexander Gudkov!
Zebra Hero and Medusa — Russian Yoga School
REG.RU — Enjoy!