GRAPE DIGITAL Started in 2002 First Strategic Digital Agency in Russia № 3 in ACAR rating of creative digital agencies in Russia 48 people in house Pioneer & leader in online viral marketing in Russia MMFR winner for two years in a row. 2000+ successful projects Web2.0 Strategy Design Social Media Mobile advertising Blogosphere 3D technologies Games Complex Solution s Community Building
The consumer is digital. We are sure that the media landscape has changed. In fact it's ever changing. Digital is no longer a media channel. It's become the ultimate media sphere, which surrounds the consumer 24/7. Businesses are to follow. GRAPE OPORTUNITY
Creativity matters. If you are not interesting – you are dead. But our key point is to drive business results for our clients. We first decide what to do with our client's audience online, and then do our best to engage them with the coolest interactive experience. Strategy counts. GRAPE APPROACH
2007 – Gold at Moscow International Advertising Festival in the “Corporate Website” category.
2006 – Gold at Moscow International Advertising Festival in the “Multimedia” category.
2003 - 2 “ Golden Site” awards for AxeEffect.ru website in “Design” and “Brand – Trademark” category.
2002 - Gold at “IT @ Internet Awards” in the “Content Management Sysytems” category.
GRAPE PROJECT Our challenge: Instead of creating a new website 2-3 times a year (for each promo action) and driving people there using media campaigns, why don't we create a sustainable platform with ongoing communication and keep the consumers interested 365 days a year? Sustainable platform.
GRAPE PROJECT Digital platform: AxeEffect.ru community. + =
40,000+ registered users.
Ongoing activities: games, contests, online dating etc.
20+ influence agents.
Integrated loyalty program: codes from the product to enhance your performance & buy prizes.
“ Bonus mass” self-regulation.
Special browser plug-in to improve usability.
Lots of “widgetizable” stuff: easy to integrate with your other 2.0 activity.
Elaborate performance tracking system.
Boys, Girls, Sex.
GRAPE PROJECT Activation: A 2-week long blogodrama in the LiveJournal of a popular user (girl, 24) with more than 1,000 friends. She is driven slightly mad by some strange scent. The audience is excited with her temporary naughty behavior. At the reveal stage she officially announces that her madness was all because of Axe. “ Candy Perfume Girl”
Viral Contest: photo collages all around the Net.
Viral Video: over 400,000 views.
Viral Game: 500,000 players. You can try a single player version on the popular fun portal and if you like the game you can go to the branded website and play with others.
Wherever the consumer is.
In the social web we can target precisely: every group is represented by its own community.
Relevant product (viral video in this case) should be distributed among active members of the community we are trying to reach and they will spread the word.
100% growth achieved.
3 websites for a modern brand: Cooler, CoolerMaps, CoolerQuest.
Cooler: Flash in action.
CoolerMaps: Google maps for the community to mark cool places.
CoolerQuest: 3D multiplayer video game.
GRAPE MINDED We are GRAPE. In fact, we are the GRAPEst agency in the universe. Thanks to our Clients, Workers & Matt Groening.