Proximity Russia

Client: Beeline
Product: “Gigs for Brains” — a service which rewards users additional Gigs for reading e-books in the partner’s online library
Title: The Greatest Reads
Media: Digital video, project landig page, social media, consumer generated content, non-standart outdoor.
Country: Russia
Date Of Campaign: 1.11.2019 — 31.12.2019

Background: Beeline, one of the biggest Russian telecom companies, feels responsible for the fact that teens spend hours with smartphones wasting time on meaningless entertainment and have virtually lost interest in reading.Using a theme they’re really into, we tried to reignite their passion for books.

Idea: To bring back youngsters’ attention to books we decided to use what they are really interested in. Rap, the most popular music genre in Russia, has been connected to literature from the outset. By unwrapping the links between rap and books Beeline aims to reignite passion for reading. Here you can see the link to the video: https://www.youtube.com/watch?v=iA8nxSf-HAcAnd the link to the digital project: https://yandex.com/promo/gigi-za-mozgi

Results: The campaign video gained more than 5 million views on Youtube and 14 million on other social media platforms. More than 1000 UGC posts. More than a million visitors on the landing page, with every third visitor sharing the page. As a practical result we got more than a million pages read in the online library provided by Beeline. According to the brand survey, interest in reading has grown. 43% of teens that heard about the project have stated reading more.