A case study of S7 Airlines: The company suggested that Match TV viewers relax and go on vacation

We have a strong partnership with the S7 brand, and our team always strives to offer only those options and formats that maximize the brand’s reach among sports viewers, as well as attract new potential clients, and increase brand awareness and loyalty. Most importantly, the S7 brand is always open to non-standard solutions.

That’s why, in this advertising campaign, we have implemented our first virtual 3D logo in augmented reality during live broadcasts of Russian soccer playoffs: the final rounds of the Russian Premier League and the Super Final of the Russian Soccer Cup. To ensure maximum reach during broadcasts of soccer and hockey tournaments in May and June, we placed situational dynamic logos and S7-sponsored caption cards.

Thanks to this comprehensive approach, the advertising campaign proved to be extremely eye-catching, memorable, and effective. I am confident that our joint efforts will result in the highest quality tools for future S7 advertising campaigns on Match TV.

When preparing an offer for a creative client like S7, the integration should not only meet the brand’s targets but also correspond to the mood of the planned campaign and be as innovative and unconventional as possible. The placement on Match TV fully met all the objectives using all confirmed formats. The ultimate icing on the cake was our large dynamic logo, which went viral among the soccer audience and was shared across multiple online communities.

In addition to the attractive, unconventional, and effective placement, it was very gratifying to personally hear the opinions of the fans—those who not only noticed the logos, but also said that they were very organic and nice and did not interfere with their viewing experience.

In every S7 advertising campaign, we always aim to provide the client with a solution that meets three key criteria: novelty, relevance, and efficiency, including pricing. When it comes to the placement on Match TV, the offer met all our criteria 100%. None of the commercial advertisers before us have ever tested the placement of a large dynamic logo in a live broadcast. The significance of the playoffs in the premier soccer league has increased the potential implementation. The sponsorship integration for S7 not only exceeded the reach forecast but also had in a viral effect on social media.

Spring and summer are the busiest seasons for airlines. S7 Airlines is no exception, so it was crucial for us to not only place ads but also to differentiate ourselves. The placement on Match TV met all of our requirements: during the planning stage, past League matches had already demonstrated rather high figures for our target audience. Given our successful placement experience during last year’s World Cup, we were confident that the statistics would improve even further. Moreover, the successful combination of our summer intro video with the dynamic creative content developed by the channel perfectly conveyed the mood of our campaign and could not leave viewers cold in the run-up to the vacation season. As a result, we surpassed our reach targets and managed to stand out from the advertising clutter. And the photos of our creative content were published in a themed Telegram channel.