Description

In a season of high stress and media noise, most brands launch urgent promotional offers. Communications are similar to each other. Due to the long to-do list and the constant flashing of promos, the audience is becoming increasingly anxious and banner blind. Avito Services faced several barriers during this period: low brand awareness in Moscow and St. Petersburg, lack of media presence during the economically active season, dominance of players with ecosystem offerings and powerful media budgets. The brand's budget was limited, so it was not possible to use wide-ranging channels.

The challenge was not only to “appear in the media field,” but to do it intelligently and noticeably. We needed a creative, non-standard solution that would respond emotionally at a time of seasonal stress and highlight the brand.

The strategy was the use of a single emotional trigger and message, a built ecosystem of channels that attracts and leads to interaction with the brand. Unlike competitors who focused on urgency and promotions, Avito Services chose the territory of tranquility, which reflected the main image of the brand.

The idea: Avito Services are Antistress for your business. They don't allow stress to multiply because they don't give it a chance to seep into a person. They help to relieve tension at the end of the year by quickly finding someone from among the many masters who will solve the problem. The main visual image reflecting the meaning of the idea was the bubble wrap, a well—known symbol of anti—stress, which causes an instant emotional reaction and has a high engaging potential - what is needed during this period.

The basis was a competent implementation — a sequence of communication, where each channel — from a landing page with interactive elements, media facades, to an offline interaction experience — was chosen for a reason, they specifically involved the right target audience. This provided a seamless, consistent and memorable experience for the audience, which conveyed the main message of the brand and increased its recognition in a low-budget environment.

The result: a distinctive and well-executed idea that helped the brand to stand out, increase awareness in key regions, and strengthen its role as the stress-free solution for everyday tasks.

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