Prologue
This year is not an easy one. Self-isolation turned out to be the most difficult part of it. The time when we had to give up on simple human joys. Joys, like going to the cinema, having dinner at a restaurant or have a drink in a pub. Finally, it is just really hard to meet friends and family. And it hurts.
But it turned out, that there are completely unlucky people. These are the people who, for the period of self-isolation, had their main celebration of the year — their birthday party.
Of course, they want to celebrate. But it is forbidden and dangerous. We were thinking a lot about those folks. Our hearts sank. Together with the “Thank you from Sberbank” loyalty program, we decided to save the situation and do something about it.
Now we are going to tell you what we have done.
The chapter in which we are coming up with an idea and developing it
To begin with, the idea was invented through Zoom, discussed through Zoom, and also implemented through Zoom.
Here’s a 3x Zoom.
It is not enough to phone up, open a bottle of champagne, and talk about life to make a decent birthday party during the period of self-isolation.
Therefore, we decided that we needed a whole scenario, on how to gather guests, which games to play, how to make sudden surprises, and how to choose people responsible for the music, vibe, and cake at the end of the party.”
During the preparation, we have realized that there will be five different parties. Ok, we can afford that.
We have made drafts of five different topics to please everyone.
For example, “Cozy 90s” for those who are nostalgic for “Its My Life” and YUPI with an orange flavor. Or SPA Party for those who want to have a rest and tune into slow life. Although how it could be even slower when you are on self-isolation?
The chapter in which the project starts
For the campaign, codenamed “Thank you for staying home,” we made a web-page, where we explained the idea of what you need to do if you want us to come and to pump up your birthday.
We have asked the participants to write a motivation letter on the free topic: “Why me?”.
“Commonplace,” you’ll say.
“Not great, not terrible,” we reply.
We believe that nothing needs to be complicated. By the way, you can suggest your mechanics in the comments.” Then, together with the “Thank you from Sberbank” team, we have selected the most interesting candidates. From 829 applications, we have chosen five people.
Unfortunately, due to the logistical problem, only participants from Moscow could take part. We have stated this in the conditions of the contest.
The chapter in which the birthday takes place
Each party requires a separate script, props, celebrities, hosts, contests, and its mechanics. That is why it turned out as five separate projects. We delivered all the necessary party supplies in beautiful boxes. You usually keep those boxes, because it is a pity to throw them away.
All supplies were delivered contactless with all safety regulations, with the help of couriers in masks and gloves.
In the beginning, we connected all the guests to Zoom. We were always in touch with the guests by coordinating them. People had as much fun as they only could: dressing up, parodying trends and challenges from Tik Tok, singing karaoke, playing quizzes.
We brought in cool guys (local celebrities), who were joining Zoom suddenly in the middle of the party: Gosha Kartsev, Denis Kukoyaka, Irena Ponaroshku, Polina Trubenkova, Natalie Yashchuk.
As traditionally, a cake appeared near the end of the party. A courier delivered it, lit the candles, and knocked on the door. The best DJs in the city were responsible for the music. Dj Kozak — is a former DJ of Simachev bar. All the process was hosted by the talented film actors and Standup comedians.
Epilogue
So, what do we have in the end? It took us two weeks to come up with an idea and implement the project. We conducted five cool parties, over ten days. We reached 12 000 000 views as total coverage. We are satisfied.
Thanks to everyone.
Your BLGN.
Team
Client
Zavisha Dmitry — Head of Marketing Communications (Thanks from Sberbank)
Malyukin Nikita — Digital & SMM Manager (Thanks from Sberbank)
Chekhutskaya Olga — Head of Department (Marketing and Communications Department of Sberbank)
Dyakonov Ekaterina — Executive Director (Department of Marketing and Communications of Sberbank)
BLGN
Alina Abramova — Project Producer
Kostya Belyakov — Creative Producer of the Project
Lisa Zhurkina — Project Manager
Video production: INSIDEOUT
Alexander Chernavin — Producer
Georgy gubko — Director
Kirill Kuznetsov — Operator
Bogdan Shadowkin — Installation
Andrey Dvoryadkin — Graphics
Rabbit & Carrot
Vladimir Chernyshev — Creative Director
Elizaveta Klementyeva — Creator
Pavel Lozovsky — Art Director
Maxim Ulakhanov — Head of Client Relations
Victoria Platonova — Senior Account Manager
Julia Ten — Project Team Leader
Anna Marinicheva — Senior Project Manager
Anna Bushlya — Head of Buying Department
Konstantin Popov — Buying Manager
