Gazprom-Media Sales House and Etagi real estate company launch joint promo campaign

The new project is based on the popular TNT sitcom “SashaTanya”

Licensing as a marketing tool remains one of the most effective ways to grow an audience and draw attention to products and services through emotional communication with the consumer. Licensed promos based on leveraging content from well-known movies, TV shows, and programs is a format widely used by major companies worldwide.

One of the first releases of this kind for Gazprom-Media Sales House was the project of Etagi real estate company in collaboration with “SashaTanya,” Russia’s highest-rated sitcom. A large-scale cross-media campaign has been launched on a national scale, covering cities across the country.

Eduard Ayrapetyan

Managing Director of Licensing at Gazprom-Media Sales House

Licensing is not just product co-branding. It is a comprehensive tool with a wide range of promotional opportunities. In our case, we launched a 360° campaign where we linked the brand to the sitcom through cross-media integration, engaging the show’s cast, and incorporated the campaign across radio, outdoor advertising, and digital platforms. The overlap with the target audience of Etagi, shared family values between the two brands, and the sitcom’s sheer popularity create a forecast for increased viewer loyalty and a safe emotional connection between potential clients and the brand.

According to a 2023 Tiburon study, “SashaTanya” leads in brand recall among all TV projects of the TNT channel. Its lead characters are a married couple recognized by millions of Russian viewers. They create a positive pattern typical of an average Russian family and promote common family values. The resulting broad appeal has made the show an undisputed national favorite.

Vyacheslav Aleksandrov

Brand Director of the real estate company Etagi

When launching federal communication campaigns, we aim to maximize the use of media channels for a synergistic effect. Cities that ran full media splits—TV, outdoor advertising, and online formats—saw an increase in inquiries to the company of 6 to 25 percentage points compared to cities that ran no campaigns or only minimal splits. These cities also showed a tendency toward increased brand awareness. Besides, in the context of real estate services, people respond well to simple, relatable characters. This is why working with “folk heroes” like Tanya and Sasha proves to be highly effective.

A comprehensive approach to promotion using licensed media products creates a unified brand ecosystem where the consumer sees seamlessly integrated advertising featuring their beloved characters. Gazprom-Media Sales House and the TNT channel are part of Gazprom-Media Holding.

Reference: Etagi is a major player in the market of real estate and mortgage services.

The brand is represented in 14 countries and over 260 cities. Etagi builds partnerships with federal and local banks and developers. Etagi is ranked among the best franchises in Russia according to the 2022 Forbes ranking “Investments up to 1 million rubles in the opening of a franchise location.” The company operates in all real estate segments. It also actively develops online services and proprietary software.

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