Okko Campaign Turns St. Petersburg Metro Users into Old-School Detectives
The innovation by Decembrist was made to coincide with the release of ‘Murder on the Orient Express’ for the digital cinema brand
An unusual campaign marking the release of ‘Murder on the Orient Express’ started with a creative use of the front page of the Metro newspaper in St. Petersburg, Russia.
The ‘Detective Flash Mob’ campaign, created by Russian agency Decembrist to promote the 20th Century Fox movie and the online cinema Okko, used a traditional medium in an innovative way. Special eye holes poked in the dust cover of the paper served as an homage to the classic surveillance technique. The idea was to make readers of the newspaper would feel like real detectives from Agatha Christie's novel.
The campaign also included a movie pre-order promotion on social networks and stimulating photo contests on the largest social media platforms.
It received more than 3 million views in two days on social networks including vk.com
and over 30 mass-media appearances, including TV news.
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Audio Post Production: Alexander Glazkov
Editor: Victor Isamukhamedov
Post Production / VFX
Colourist: Victor Isamukhamedov
Brand Manager: Regina Gololobova
lbbonline.com, Thu, 01 Mar 2018 15:56:13 GMT
Creative Agency: Decembrist
Art Director: Anton Mokhov