BLACK FRIDAY ON FRIDAY! case study receives MIXX RUSSIA 2022 award!

The joint project undertaken by Gazprom-Media Sales House, the Friday TV channel, and FUSE Media Direction Group for Xiaomi won silver in the Best Use of O2O nomination.

The winners of MIXX RUSSIA 2022 were announced on December 14. The BLACK FRIDAY ON FRIDAY! case study conducted by Gazprom-Media Sales House, the Friday TV channel, and FUSE Media Direction Group for Xiaomi placed second in the Best Use of O2O nomination. Thanks to the complex and unique mechanics, we managed to translate the digital live-stream shoppable video format to TV and arrange an incredible blow-out sale event in real time across four different zones in the Russian Federation.

As part of the project, TV personality Roman Kagramanov hosted a Xiaomi sale every Friday on the Friday channel. Each episode of the sales series was up to 2 minutes long, and was presented as part of the channel’s content, rather than as a direct ad placement. During the episodes, viewers were shown a wide range of Xiaomi products, with unpacking and gadget test drives. At the same time, a QR code was displayed on the screen, allowing the audience to access the special digital project and:

Purchase a product at a discount;

Bid for a product at an auction;

Guess a product’s price and buy it for 1 ruble.

This provided incentives for impulse purchases. In addition, the participants received promo codes for future shopping.

This type of format was precisely what we needed to showcase a wide portfolio of Xiaomi products all at once, without any limitations. It allowed us to engage the audience and effectively communicate the characteristics and features of not just one product, but the entire merchandise line.

The audience was highly engaged with the special content created for the brand. The maximum share of the project reached 6.9%, which exceeded the channel’s share by 31% over the same period.

Viewers scanned the QR codes more than 93,000 times and shared their contacts 18,500 times for discounts. The “Price is Right”mechanic resulted in a record conversion rate of 35% (14,000 scans and 4,867 questionnaires completed within just 2 minutes of airtime).

Of all the promo codes downloaded, 78% were converted into purchases during the promo!

Do you want to advertise?

Send us a message right now, and our managers will get back to you right away!

What type of advertising are you after?