Клиент
Kaspi.kz
Рабочая группа
Client: Kaspi.kz
Dmitriy Pak Marketing director
Zarina Solodkaya Head of Brand Promotion Department
Xeniya Makeyeva brand manager
Yekaterina Revyuk brand manager
Agency: GForce
Evgeny Kostylev Creative Director
Renata Muratova Creative Grouphead
Max Shilov Art-director
Anastsia Ivanova Account director
Julia Tushina Director
BTL/production team: Ogilvy ATA
Yurij Pavlikov, Production Director
Dmitrij Zhurenko, Production Manager
Kuanysh Shayakhmet, BTL manager
Sultan Kassen, BTL manager
Account team:
Yekaterina Balyashina, Director
Mariya Kalashnikova, Client Service Director
Anastasiya Nekrasova, Account Director
Задача
The Oyu Music Festival announced the performance of 8 artists, but we brought in more than 500!
Irina Kairatovna - the festival's headliner, most popular music band and main hitmaker in Kazakhstan, ambassador of the market place Kaspi.kz .
They starring the advertising campaign ‘Hit Sales’, singing a hit song about goods on sale and best deals on Kaspi.kz.
During the music festival we placed karaoke studios and shoot videos people singing that song.
A special application was developed that in real time integrates participant's voice and video into the music video with Kaspi and Irina Kairatovna.
Hundreds of unique music videos starring real people and Irina Kairatovna were broadcasted on festival's screens and main stage, seen by 20 000 audience. All participants got their personal music videos featured Irina Kairatovna and could share it on social media and win a prize.
Probably, it was the largest number of feat drops per day in the history of world hip-hop music.