Gazprom-Media presents untraditional advertising tools at the Best Cases Conference
26 April 2019

The Best Cases Conference was held in Moscow. The conference, aimed at professionals in marketing, advertising and media, was attended by representatives of advertising agencies and brands. The event was organized by Russia’s Association of Communication Agencies (AKAR) together with the Center for Development of Business Communications (TsRBK).

Karolina Sokolova, managing expert at Gazprom-Media sale house, presented the new Friday Market tool that has been used on Friday! channel and explained why it became hybrid and how it has been integrated into inter-program content.

Aleksey Gurevich, head of the advertising department at Fix Price, explained how Friday Market makes sales happen and why the brand chose this advertising tool. Fix Price was Friday! channel’s first partner on the project.

Sergey Antonov, head of communications at Tutu.ru travel service, presented another case that was implemented on the television channel 2x2. Tutu.ru and the TV channel launched a conceptually new show at the end of 2018. Shown on TV and digital platforms, Tuturial is a guide to unconventional travel that was created by Tutu travel service. The target audience of the project are people who love technology, know how to use any gadget and are the first to try out tech innovations. At the same time, they are passionate travellers.

The TV channel 2x2 also organized an exhibition and some interactive events at the Best Cases Conference as part of its Consumer Society 2x2 project. The project links to the channel department that does art marketing by bringing brands into collaboration with contemporary talented authors: artists, animators, illustrators, musicians. The channel put on a “poster-modernist” exhibition of posters under the theme “Do not grow up. This is a trap!”. Posters of Russian artists, illustrators and contemporary art representatives were presented as part of the exhibit. Moreover, conference guests could try being characters in the 2x2 animated universe and get their portraits done in the channel’s signature style.