av.by is the biggest adds website for car sales in Belarus. For several years in a row we have been developing creative concepts for this client during cooperation with av.by brand is easily recognizable among a wide audience and completely rebuilt on competitors.
This time we faced the task of finding a solution that would clearly reflect the leadership position of the company would attract maximum attention would be bright and non-standard. It was also important that the campaign should be clear to both sellers and buyers of cars.
The key message of communication is: "Even those who don’t need a car knows". After all the leader is the one whom everyone knows. And even more.
The key element of communication became video. Choosing from those who do not need a car and who will tell about it we stopped at a simple river carp. He doesn't drive but even he knows that you should look for a car on av.by. He quietly informs us about it in a human voice and then leaves the frame.
The main role was played by a real live carp. It was voiced by one of the most famous Russian dubbing actors - Peter Glanz, whose voice is spoken by the characters of many cult films.
The idea develops in a full-fledged advertising campaign, including such channels as digital, outdoor advertising, radio, TV, etc..