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Pillow Sematary
title

Task

To inform about the new disposal campaign for old pillows and grab the attention of the audience.

During the campaign, the movie “Pet Sematary”, a highly anticipated remake of the popular horror novel by Stephen King, was released at the box office. By this date, we created a landing showing a gloomy cemetery of home pillows and presented them as living dead, posing threat to humans.

We explained to the audience that it was futile to try to extend the life of old pillows, their disposal being the only beneficial way to get rid of them. Otherwise, they would return as garbage - scaring, half- rotten, killing everything around.

Mechanics

We gave serious thought about how to make people dispose of their old pillows and decided to work on the territory of “fear”, in other words, to scare them using a non-standard special project.

At that moment, “Pet Sematary”, a movie based on the novel by Stephen King's, was released, which is very useful to our concept to ​​“scare”. We decided to compare the old, cramped, uncomfortable, dirty pillows with monsters and convey the atmosphere of a gloomy and creepy cemetery.

Within the special project, we prepared a landing demonstrating several clickable pillows, their group resembled tombstones. The click opened a window with a short description of the history of a pillow and/or the harmful effect it has on a person or the environment. For example: “Abandoned by their owners, the pillows were deprived of a dignified death, and now an ancient, terrible evil lurks within each of them.”

As the “stop the evil” button was clicked, the user went to the website with a recycling campaign where they could buy any with up to 55% discount.

Results

4

days

Period
of advertising
campaign

3 000

people

clicked on the “Stop the Evil” button
and went to the action page

2 825 636

people

Reach
of advertising campaign

link to sostav.ru

Client’s comment

photo border
quote

The idea of “Pillow Cemetery” was born at the intersection of our needs for creative support for the main disposal campaign of old furniture and the hype wave caused by the release of the movie based on Stephen King’s novel. Partners from Nectarin suggested the idea of ​​comparing old pillows with some kind of repulsive and dangerous monsters. We cannot even imagine how many harmful things accumulate in old feather and down pillows; causing pain and discomfort after sleep. That is why it is necessary to dispose of them immediately and exchange them for a new pillow. We liked the idea and approved it. The partners used a landing with an authentic atmosphere (even the music and bats) and clicking on a pillow monster made it possible to choose a replacement for it.

Larisa Malysheva, Head of PR

Examples
of advertising materials

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Nectarin Team

mordan

Olga Mordan

Account Director

frolova

Maria Frolova

Account Manager

trunova

Elena Trunova

Head of Creative

pertsov

Dmitry Pertsov

Group Head of Creative

kolomeec

Evgenia Kolomeets

Art Director

zubanov

Ivan Zyubanov

Copywriter

vavilkina

Evgenia Vavilkina

SEA Manager

seryabryakova

Svetlana Serebryakova

Group Head of SM-promotion

kanishev

Evgeny Kanishchev

Production Director

pertsov

Maxim Komarov

Project Manager

bondarenko

Maria Bondarenko

Designer

Askona team

adamskii

Ilya Adamsky

Operations Marketing Director

malisheva

Larisa Malysheva

Head of PR

ostuhova

Svetlana Ostroukhova

SMM Manager

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