Description

The end of the year is one of the most stressful periods. Most brands are promoting promotions at this time and creating even more urgent excitement and stress for people. For Avito Services, such an environment has become a double challenge. Firstly, in Moscow and St. Petersburg, the brand had low awareness and was practically absent from the media field during the key season. Secondly, in conditions of fierce competition and limited budget, classic promotional tools were not an effective solution.

The brand needed an unconventional way: to contrast stress with calmness, overload with caring, and urgency with exhalation. The team needed to find an emotionally accurate symbol that would convey the idea of a calm approach to solving problems. The campaign didn't have to shout the loudest, but to speak more precisely and more humanely in order to gain trust and break through endless seasonal promos.

Based on this context, we decided to find an idea at the intersection of brand, culture and person:
Insight: Before the new year, a person is in a hell of deadlines and hassle, even accumulated simple tasks cause irritation and increase stress.
The truth of the brand is that solving a problem, even in the New Year period, is possible without stress with Avito Services, but many do not think about it, as they are in a cocoon of stress and do not notice anything.
The cultural code is that we used to wrap fragile things in bubble wrap so that they wouldn't break. Now we wrap our nerves in it. Bubble wrap is the most famous and popular antistress.

One glance, one tap, and the person is already exhaling. The bubble wrap has become an emotional trigger. The image does not require decoding, it immediately conveys the main idea of the service — delegate tasks, relieve tension, be at peace. The slogan “Avito Services — Antistress for your business” and the found image instantly evoked the right emotion and reflected the brand's philosophy: solve things without fuss, having fun.

To make it work, all creatives had to feel like an opportunity for a person to exhale. The campaign was built as an ecosystem in which all channels — from a digital hub with endless bubbling to offline exhalation points in shopping malls - worked in conjunction. Wherever a person met Avito Services, he could always break a pimple. The campaign did not commit to anything, it helped to relax. Therefore, at a time when the calendars of Muscovites and Petersburgers were bursting with the number of cases, the audience of the service was relieved of them by popping the main symbol of anti—stress of all residents of Russia - bubble wrap.

The campaign increased brand awareness in the capitals by forming an association: Avito Services are stress-free tasks, and proved that even in peak season, you can break through the noise if you choose an honest and emotionally accurate creative.

Short-term results:
– +2.7 pp growth in customer traffic to the platform during the campaign
– +18 pp YoY growth in brand search queries in Moscow, +17 pp in St. Petersburg

Marketing KPIs:
– Top-of-mind (TOM) maintained in key cities (vertical TOM +3 pp in Q4)
– +8 pp increase in unaided brand awareness (UBA) in Moscow

Communication KPIs:
– +7 pp increase in “Every task starts with Avito” perception (July ’24 to Jan ’25)
– +14 pp increase in “I find service providers on Avito without stress”
– +10 pp growth in the “Leading platform in the category” brand metric

Credits

Marketing team Avito Services:
Head of Marketing Avito Services — Ivan Chulkov
Senior Product Marketing Manager — Karina Kozhina
Head of Marketing Communications — Maria Petrenko
Senior Marketing Communications Manager — Anna Konovalova
Design Lead — Veronika Lyakhovich
Copy Lead — Yura Korobov
Senior SMM & Special Projects Manager, Services — Elena Shell
SMM Design Lead — Elena Chinakova
Senior Designer — Alina Peshnyayeva
Media Manager — Anna Elyasheva
Head of Events — Kseniya Demchenko
Marketing & Event Manager — Alena Cheresova

GRAPE:
Account Director — Alexandra Ivanova
Account Manager — Inna Levitskaya
Chief Creative Officer — Maryam Akhunova
Art Director — Georgiy Tokarev
Art Director — Vladimir Cherepkov
Creative copywriter — Esenia Nosacheva
Senior Designer — Ekaterina Tkachenko
Strategic Director — Yulia Zykina
Strategist — Elizaveta Gundorina
Head of Digital Production — Olga Rostotskaya
Senior producer — Olga Pugina

SINNERS:
Creative producer - Sergey Zavoloko
Executive producer - Yura Shipelov
Production producer - Lera Nelson
Art Director - Tim Baim
Art Director - Katya Milan
CG Supervisor - Denis Murzin
CG Artists - Egor Levkin
CG Artists - Anvar Baym
CG Artists - Anton Izhbaraev
CG Artists - Vladimir Kuznetsov
CG Artists - Stas Pankratov
CG Artists - Viktor Vector
CG Artists - Sergey Pronin
CG Artists - Igor Pridannikov
CG Artists - Pavel Marakov
CG Artists - Alexey Matveev
Composer - Anton Kiyashev
The Render farm - The Immers Render

People & Screens:
Account Lead — Viktoria Gulevskaya
Account Lead — Anna Ardykuts

RoRe Group:
Account Lead — Yuliya Perelmutter
Senior Planner — Angelina Uyutnova

Advanza:
Account Director — Irina Moiseyeva
Project Lead — Zakhar Nepomnyashchy
Project Manager — Karina Imamutdinova

Rabbit & Carrot:
Group Head, Influencer Marketing Department — Kseniya Lebedeva
Manager, Influencer Marketing Department — Anna Kuzminkova
Account Manager — Elina Startseva

LUP:
Project Director — Roman Petrovich
Account Group Head — Darya Oboznaya