av.by is the biggest adds website for car sales announcements in Belarus. For over 18 years Belarusians have been finding and selling cars on the site.
In 2017 we helped to present an updated logo and website identity after rebranding. The BIG Idea of the next communication flight was to attract attention and build on the competitors. The third stage of promotion av.by: increase in recognition, increase in traffic, access to a new audience - people who don't care about shouting and loudness, but who care about history - touching and close.
Our interests, hobbies, social status and income levels change over time. Life's circumstances are followed by our cars coming and going. And you can read the history of our lives by the cars we owned. And the site av.by is right in the middle of a lot of events for different people.
The main campaign tool is video. The main task was to create the right atmosphere. The solution was to shoot in a black pavilion with laconic light. Two video clips were shot - a story of a man and a woman. We tried to make sure that every word and frame would respond to people.Dad's old Golf as the first car, a comfortable car for a large family, a status car and a radically different car due to a change of hobbies. We managed to tell the stories of heroes without showing them. After all it is a collection of characters from different customers on the site.
The BIG Idea was the phrase: Your stories - our story.