
Agency	Initiative
Creative head	Lopukhin Artem
Author of idea	Nikitina Maria
Product	Mobile Internet
Description	Mobile Internet is one of the most growing trend in Russia nowadays. But women perception is more closed for new technologies and starting using them in comparison with men. That’s why we decided to make separate activation with focus on women to break this barrier. We chose Cosmopolitan magazine as the most effective channel for that and created Cosmo by Beeline application, which made Cosmopolitan Russia magazine interactive for the first time. We put branded signs on the November 2013 Cosmopolitan Digital issue pages, which meant 50 signed pages starting from the cover were interactive. So, the reader saw the signs and got a chance to get the augmented stuff using a smartphone or a tablet. Simple quests and good prizes provided the project with additional value for Cosmo readers. On several pages of the magazine we hided the key words, which belonged to the secret phrase. So, users were supposed to scan pages and look for words to get a month of free mobile internet in case they do all stuff in a proper way. Results: Over 20 000 downloads (iOS Store + Google Play) Almost 80 000 2 minutes Interactions with augmented reality feature And as the main result was a strengthening of Beeline’s key image attribute as an “innovative and high-tech operator” by 15% between October and December 2013.
Advertiser	VimpelCom Ltd.
Team members	Beeline: Koneva Yulia – Director of Marketing for the Mass Market/ Communications and Brand Management Skripkin Andrey – Chief of Media Department Em Ekaterina – Media Manager Morozova Irina - Senior Manager/ Advertising Campaigns Development Department Initiative: Lopukhin Artem - Client Service Director Antipova Olga - Account Director Nikitina Maria - Media Group Head Shinelko Olesya - Senior Special Project Manager Contrapunto: Sekirinskaya Galina - Group Account Director Thekkekara Kristina - Copywriter Morozov Andrey - Senior Strategic Planner Drukarova Alina - Senior Account Manager Sekirinskaya Ksenia - Account Manager Cosmopolitan: Akhmedova Inessa - Special Projects Creative Director Asatiani Etery - Senior Special Project Manager

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