Saatchi&Saatchi Russia has created a new advertising campaign for Dmir.ru. Free ads websites has several versions - Realty.dmir.ru, Auto.dmir.ru, Dmir.ru, where users can see who is the seller thanks to the system of profiles.
Base of the communication is the idea that depersonalized sellers on other websites don't inspire confidence in buyers.
TV-commercials with the slogan «It's good when you know who is the seller» show typical situations which are associated with buying on free ads websites. The stop-factor in decisive moment of purchase is the appearance of people with boxes on their heads. The boxes symbolize the anonymous sellers.
At the client presentation the creative team appeared with boxes on their heads to explain the strategy of promotion.
Tatiana Moseeva, copywriter Saathci&Saatchi Russia: «We rarely use special effects in presentations, but in this case we decided to show our clients the idea literally. Our art director Alexander, a man with fantastic engineering skills, made box with parts of foam plastic to keep it from hanging. The marketing department was shocked at threating anonymity of dishonest seller».
Marina Tzeitina, brand director of Delovoy Mir Online: «To reach our goals we invited the great team that is working with global brands. I think it's very important to be on the same wave with the team for easy and pleasant work. And this is just our case.
TV-commercials Dmir.ru went on the air on August 22. Besides TV-commercials the creative idea «It's good when you know who is the seller» was realized in outdoor advertising, on the radio and in the Internet.