Av.by is the largest site of the car adds in Belarus. The portal av.by carried out a complex rebranding which changed the visual component of the brand: there were a new logo and identity in 2017. To tell about the changes it was decided to launch an ad campaign.
We have developed a creative concept where the main character was a toy dog-nod. It was in every car in the early 2000s. It’s an element of nostalgia for an adult audience and a fan image for a younger generation.
A series of short videos with three characters were chosen. They are in different situations, looking for information about selling/buying a car and always use the site av.by inside each story. The heroes remain behind the scenes, while the main character is a dog-nod. She answers questions about the benefits of the av.by site by confirming that the information.
The corporate blue color was chosen as the background and the letter "a" is presented as a portal from which a dog-nod look for the visuals. The advantages of the portal are shown in a separate block. Such a decision allowed to fill the image of a dog-nod with automobile subjects in general and site av.by in particular.
We solved next questions:
-introduced the users to the new identity,
-increased recognition and built on the competition,
-attracted visitors to the site and increased traffic.