#COFFEOKE everyone is singing!
#COFFEOKE everyone is singing!
Advertising campaign of the Christmas mobile application OKKO AR from the OKKO filling complexes network
Advertising campaign of the Christmas mobile application OKKO AR from the OKKO filling complexes network
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What is OKKO AR?
2020 is the year of the White Mouse, so OKKO filling station network creates a mouse band. More precisely, the Christmas and New Year, virtual entertainment, coffee and songs warming mouse band, living in the application OKKO AR. All you need to do is download the OKKO AR application, go for coffee on OKKO, point your smartphone at one or even three cups, and voila - a trio of Christmas mice will come to life in front of you to play Christmas songs. And that's not all! In the application there is a function of "karaoke", choosing which, you can sing yourself a discount on fuel or just a good mood. Mice play, you sing - incredible, but real and a lot of fun. Therefore, our task was to create an advertising campaign of the application and give a festive mood to everyone.
What is OKKO AR?
2020 is the year of the White Mouse, so OKKO filling station network creates a mouse band. More precisely, the Christmas and New Year, virtual entertainment, coffee and songs warming mouse band, living in the application OKKO AR. All you need to do is download the OKKO AR application, go for coffee on OKKO, point your smartphone at one or even three cups, and voila - a trio of Christmas mice will come to life in front of you to play Christmas songs. And that's not all! In the application there is a function of "karaoke", choosing which, you can sing yourself a discount on fuel or just a good mood. Mice play, you sing - incredible, but real and a lot of fun. Therefore, our task was to create an advertising campaign of the application and give a festive mood to everyone.
Where did #KAVAOKE come from?
Probably everyone knows what karaoke is, what it looks like and how sometimes it's scary to pick up a microphone when everyone is looking at you. We wanted to create a new, positive experience for users of the application, because we have our own karaoke, which does not require special establishments, do not worry whether you have a voice and how you will be appreciated by friends or two at the next table. So the hashtag name #КАВАОКЕ appeared - it's almost like karaoke, but you can sing anywhere, anytime, with anyone and whatever, so that it was fun, and it's coffee, OKKO and songs in one application. To focus on this, we added a little clarification, and a noticeable and understandable slogan was born: everyone sings #КАВАОКЕ!
Where did #KAVAOKE come from?
Probably everyone knows what karaoke is, what it looks like and how sometimes it's scary to pick up a microphone when everyone is looking at you. We wanted to create a new, positive experience for users of the application, because we have our own karaoke, which does not require special establishments, do not worry whether you have a voice and how you will be appreciated by friends or two at the next table. So the hashtag name #КАВАОКЕ appeared - it's almost like karaoke, but you can sing anywhere, anytime, with anyone and whatever, so that it was fun, and it's coffee, OKKO and songs in one application. To focus on this, we added a little clarification, and a noticeable and understandable slogan was born: everyone sings #КАВАОКЕ!
In communication, we decided to show how it really looks and sounds when you sing carols from the application, along with mice, in spite of everything but a cheerful mood. We made digital videos in the format of a live first-person recording, spying on real performers #KAVAOKE. Each video corresponds to a certain part of the audience, potential users of the application, and has the appropriate targeting.
In communication, we decided to show how it really looks and sounds when you sing carols from the application, along with mice, in spite of everything but a cheerful mood. We made digital videos in the format of a live first-person recording, spying on real performers #KAVAOKE. Each video corresponds to a certain part of the audience, potential users of the application, and has the appropriate targeting.
Radio videos should not sound perfect, but honest and humane. We wanted not only to talk about the application on the radio, but honestly show that #КАВАОКЕ is when you can not get into notes a little, shout or even confuse words, because in fact everyone does it OK.
Radio videos should not sound perfect, but honest and humane. We wanted not only to talk about the application on the radio, but honestly show that #КАВАОКЕ is when you can not get into notes a little, shout or even confuse words, because in fact everyone does it OK.
Thanks to this format, our campaign went to the people. On social networks began to appear photos and videos of people singing radio clips or shooting their own chants, taking as an example promotional videos #КАВАОКЕ. Some of them can be seen on the hashtag of the same name...
Thanks to this format, our campaign went to the people. On social networks began to appear photos and videos of people singing radio clips or shooting their own chants, taking as an example promotional videos #КАВАОКЕ. Some of them can be seen on the hashtag of the same name...
"We had a very difficult but interesting task – a real creative challenge. There was an internal idea for a karaoke app that was already in the process of being developed, and there were also ready-made characters – mouse musicians. All this had to be wrapped in creative communication, which would combine coffee, OKKO, karaoke, discounts on fuel and the Christmas mood. This is how the #КАВАОКЕ that everyone sings was born. The idea was developed in a series of videos and radio clips created in hand made stylistics. Everything worked very well, as a result, we received a fun and atmospheric Christmas campaign and dozens of client videos that "repeat" our videos. This means that creativity hit the target. This winter, KAWAOKE is really sung by all the :)."
Khrystyna Malukh
Brand manager OKKO
OKKO
Marketing Director — Vasyl Dmytriv
Brand manager — Khrystyna Malukh
Head of advertising — Roman Moroz
I am IDEA
Creative Director — Igor Finaskin
Art Director — Daria Gorbachev
Copywriter — Dima Gorbenko
Designer — Ira Lipavska
Account director — Aram Simonyan
Junior Copywriter - Dinosaur Orestes
OKKO
Marketing Director — Vasyl Dmytriv
Brand manager — Khrystyna Malukh
Head of advertising — Roman Moroz
I am IDEA
Creative Director — Igor Finaskin
Art Director — Daria Gorbachev
Copywriter — Dima Gorbenko
Designer — Ira Lipavska
Account director — Aram Simonyan
Junior Copywriter - Dinosaur Orestes
AND ACTION
Director — Ivan Ischenko
1st AD — Julia Antonjuk
DoP — Yura Pyzhenkov
Line Producer — Victoria Suprun
Executive Producer — Khrystyna Boyko
iPhone Camera — Sonya Kaminskaya
Location Manager — Oleg Papikyan
Casting Manager — Victoria Suprun
Casting Assistant — Yurii Dutchak
Makeup — Jaryna Fedak
Hair — Nadia Kaniuk
Style — Galyna Pankiv
Set Designer — Lidia Pro
Art Department — Volodymyr Vovk, Vova Koltyk,
Yuriy Teliuk, Irena Nosko, Nikita Kryger, Borys Robert
Gafer — Ihor Navoshchyk
Clapper — Victoria Dzyziuk
Playback — Taras Muchychka
Editor — Ihor Malytskyi
Retouch — Volodymyr Bosyi
Sound — Rostuslav Dron
AND ACTION
Director — Ivan Ischenko
1st AD — Julia Antonjuk
DoP — Yura Pyzhenkov
Line Producer — Victoria Suprun
Executive Producer — Khrystyna Boyko
iPhone Camera — Sonya Kaminskaya
Location Manager — Oleg Papikyan
Casting Manager — Victoria Suprun
Casting Assistant — Yurii Dutchak
Makeup — Jaryna Fedak
Hair — Nadia Kaniuk
Style — Galyna Pankiv
Set Designer — Lidia Pro
Art Department — Volodymyr Vovk,
Vova Koltyk, Yuriy Teliuk, Irena Nosko,
Nikita Kryger, Borys Robert
Gafer — Ihor Navoshchyk
Clapper — Victoria Dzyziuk
Playback — Taras Muchychka
Editor — Ihor Malytskyi
Retouch — Volodymyr Bosyi
Sound — Rostuslav Dron