3.5 million viewers on air: how Saturday! and OZON launched the Gift Pickup Point and the results they achieved in 15 days

To celebrate its third anniversary, the Saturday! channel transformed into a nationwide Gift Pickup Point for 15 days. By daily scanning QR codes during broadcasts, viewers could win useful gadgets. The grand prize was a new car from a foreign brand. The TV giveaway reached 3.5 million unique viewers, and the project’s conversion rate (CR) was 2%. The Saturday! team shares more about the project below.

Idea

Since its launch, Saturday! has repeatedly given away gifts to its viewers during live broadcasts. The channel had previously held two TV giveaways that demonstrated high viewer engagement. For the channel’s third anniversary, the team returned to the idea of gift giveaways, expanding it to a nationwide scale. For 15 days, Saturday! became a “Gift Pickup Point,” where viewers could win useful gadgets every day. The most active among them could compete for the grand prize: a new car from a foreign brand. OZON was the partner of the project: the marketplace provided gift vouchers for purchases on OZON to giveaway winners and assembled special beauty boxes for them. The project was implemented with the help of the media agency group SkyAlliance.

Mechanics

The face of the project was blogger and host Roman Kagramanov. In March, special segments aired on Saturday! from a studio designed to look like a massive gift pickup point. There, Roman would explain the rules and show viewers what they could win: smart speakers, hair stylers, robot vacuum cleaners, and much more.

To participate in the giveaway, viewers scanned QR codes that appeared on the screen during the special segments. They could scan and play as many times as they wanted. The more scans, the higher the chances of winning the grand prize.

Promotion

To promote the giveaway, the project team developed a marketing campaign on TV, digital platforms, and print media. Giveaway announcements were aired on Saturday!, shared on social media, and posted on major Telegram channels. Ads for the “Gift Pickup Point” were also placed on OZON. In addition, a special giveaway issue of the TV guide “Antenna” was published. For one issue, “Antenna” became the “Women’s Book of Saturday,” featuring tips from the channel’s hosts and personalities: Ida Galich, Regina Todorenko, Klava Koka, and other channel hosts.

Results After 15 Days On Air

200 prizes were given away, totaling over 500 thousand rubles. The grand prize—a new car from a foreign brand worth 2 million rubles—was won by Yulia, a 34-year-old record clerk from Orenburg.

The project’s TV reach was 3.5 million unique viewers.

The digital promo campaign reached 3 million people.

Every day, 4.5 thousand people scanned the QR codes, with every second participant winning a prize.

The project’s CR was 2%.

Daria Kontorova

Marketing Director, Saturday! TV Channel

Gift Pickup Point is another project that shows that TV is a platform with conversion potential. The 2% CR is excellent proof of this.

Maria Nikolaeva

Director of Marketing Communications, OZON

We value the opportunity to implement not only bold but also business-effective ideas. The Saturday! TV channel is a great platform for carrying out new and creative mechanics.

Svetlana Dorogonova

Руководитель управления продаж и коммуникаций с каналами «Пятница!», 2×2, TВ-3, «Суббота!» сейлз-хауса «Газпром-Медиа»

Head of Sales and Communications for the Friday!, 2x2, TV-3, and Saturday! TV Channels of Gazprom-Media Sales House. The special project “Gift Pickup Point” in partnership with OZON marked a spring full of surprises on Saturday! and showed how organically and creatively a brand can be integrated into dynamic events on a TV channel. The project’s results include not only excellent reach metrics but also data proving high audience engagement: the number of scans and CR.