Tochka
Agency: Delusion of Grandeur (Yekaterinburg, Russia)
Creative director: Valentina Gofenberg
Art director, producer (and even an actress): Evgenia Timofeeva
Creative director: Valentina Gofenberg
Art director, producer (and even an actress): Evgenia Timofeeva
My responsibilities:
– Idea developement
– Art direction
– Video production
– PR management
– Copywriting
– Idea developement
– Art direction
– Video production
– PR management
– Copywriting
www.youtube.com/watch?v=PGT4t68ObP4
Scandal is one of the best ways to promote something. In turn, corruption is a very serious problem in Russia, so I decided to use this theme in my viral video to get massive feedback. This video was made to promote a mobile payment mini-terminal.
Scandal is one of the best ways to promote something. In turn, corruption is a very serious problem in Russia, so I decided to use this theme in my viral video to get massive feedback. This video was made to promote a mobile payment mini-terminal.
In the video, a Russian policeman extorts a bribe from a driver. “No cash,
no problem, because I have a special device”, says the policeman and takes a bribe with the driver’s credit card. All actors in this movie were my friends. I used my phone camera to make the record more realistic, so we have spent no money
on this. Also, I used the police uniform which I had borrowed from my friend.
We chose a special angle to shoot the video in order not to show the shoulder marks and patches because in Russia there is a special libel law.
We uploaded it to YouTube from an anonymous account and wrote the news about
it with screaming headlines like “Police brutality, ” “Our future: bribe by credit card” and so on, and sent it to the local media. We also wrote about it on the city forums under pseudonyms. Many news sites wrote about the video, including federal news agencies. After a while, we wrote a retraction.
no problem, because I have a special device”, says the policeman and takes a bribe with the driver’s credit card. All actors in this movie were my friends. I used my phone camera to make the record more realistic, so we have spent no money
on this. Also, I used the police uniform which I had borrowed from my friend.
We chose a special angle to shoot the video in order not to show the shoulder marks and patches because in Russia there is a special libel law.
We uploaded it to YouTube from an anonymous account and wrote the news about
it with screaming headlines like “Police brutality, ” “Our future: bribe by credit card” and so on, and sent it to the local media. We also wrote about it on the city forums under pseudonyms. Many news sites wrote about the video, including federal news agencies. After a while, we wrote a retraction.
Eventually, there was a lot of hype around this campaign. Dozens
of local and a few federal media posted this news before
and after exposure. Sales of the device increased by more than 50%.
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of local and a few federal media posted this news before
and after exposure. Sales of the device increased by more than 50%.
