At the heart of the campaign was a four-month-long car giveaway — a significant challenge in campaign strategy design. The goal was to engage users in long-term interactive participation and keep their attention. We came up with an idea to let users customize the car — selecting its configuration and accessories themselves.
Participants chose a character representing a lifestyle (e.g. ’Partygoer’, ’Lady’, ’Athlete’, ’Family Man’, etc.) and voted monthly for the Volkswagen Polo configuration that best suited them. While anyone could vote, only Sibirskie Seti subscribers were eligible to win the car.
We created 3D models of the car in various configurations specifically for the site and printed materials. A photoshoot was conducted featuring five typical personas, each representing a different lifestyle.
Each configuration voting stage included additional prize draws. Several photo contests were held — ’Best Look’, ’Fastest One’, ’Watch Out, Kids!’ — and open to all registered users.
The campaign’s third section was particularly notable: participants referred new subscribers by sharing personalized links on social media. Three major prizes and numerous smaller ones were raffled off.
The campaign was supported by print and outdoor advertising — including leaflet and city board designs. We also developed a new service plan selection page for the company’s main website to promote their updated tariff lineup.