LADA Granta Case

While the Lada Granta (Renault-Nissan), the cheapest car in the market, was losing its market share, a new model was poised to launch with an increased price. The perception of the car had been completely tarnished, necessitating a strategic improvement. Mere communication of new features was insufficient to remedy the situation. To foster affection for the New Lada Granta among our audience, we initiated a 360° digital-first campaign centered around branded content in the form of short films. We narrated four love stories from the real lives of our audience, placing people at the forefront. The campaign achieved remarkable success, resulting in a 13 percent increase in Lada Granta's market share. Additionally, the campaign was honored with a Gold Effie award in the Automotive category.

DIGITAL CAMPAIGN BUILT AROUND BRANDED CONTENT

FOUR SHORT FILMS AT THE HEART OF THE CAMPAIGN

PEOPLE AS THE MAIN HEROES OF THE CAMPAIGN

FOUR SHORT FILMS AT THE HEART OF THE CAMPAIGN

TRUE HUMAN STORIES, AS DIFFICULT AS LIFE ITSELF

PRODUCT AT A BACKGROUND OF THE STORIES

TRUE HUMAN STORIES, AS DIFFICULT AS LIFE ITSELF

3-MINUTE FILMS IN A FORM OF SKIPPABLE PRE-ROLLS

TRUE HUMAN STORIES, AS DIFFICULT AS LIFE ITSELF

3-MINUTE FILMS IN A FORM OF SKIPPABLE PRE-ROLLS

LADA GRANTA "KEEPING THE WORD"

DIGITAL CAMPAIGN BUILT AROUND BRANDED CONTENT

FOUR SHORT FILMS AT THE HEART OF THE CAMPAIGN

FOUR SHORT FILMS AT THE HEART OF THE CAMPAIGN

FOUR SHORT FILMS AT THE HEART OF THE CAMPAIGN

FOUR SHORT FILMS AT THE HEART OF THE CAMPAIGN

FOUR SHORT FILMS AT THE HEART OF THE CAMPAIGN

PEOPLE AS THE MAIN HEROES OF THE CAMPAIGN

FOUR SHORT FILMS AT THE HEART OF THE CAMPAIGN

TRUE HUMAN STORIES, AS DIFFICULT AS LIFE ITSELF

TRUE HUMAN STORIES, AS DIFFICULT AS LIFE ITSELF

TRUE HUMAN STORIES, AS DIFFICULT AS LIFE ITSELF

TRUE HUMAN STORIES, AS DIFFICULT AS LIFE ITSELF

PRODUCT AT A BACKGROUND OF THE STORIES

TRUE HUMAN STORIES, AS DIFFICULT AS LIFE ITSELF

3-MINUTE FILMS IN A FORM OF SKIPPABLE PRE-ROLLS

3-MINUTE FILMS IN A FORM OF SKIPPABLE PRE-ROLLS

TRUE HUMAN STORIES, AS DIFFICULT AS LIFE ITSELF

3-MINUTE FILMS IN A FORM OF SKIPPABLE PRE-ROLLS

'PRODUCT QUALITY' AND 'RELIABILITY' metrics BOTH INCREASED 3 TIMES

LADA GRANTA STORIES

PROMISE OF THE SEA

PROMISE OF THE SEA

ADVERTISING ENJOYMENT & INVOLVEMENT: 13 TIMES HIGHER THAN THE MARKET AVERAGE

PROMISE OF SUCCESS

PROMISE OF JOURNEY

PRE-LAUNCH CAMPAIGN VIDEO

LADA GRANTA "KEEPING THE WORD"

DIGITAL CAMPAIGN BUILT AROUND BRANDED CONTENT

FOUR SHORT FILMS AT THE HEART OF THE CAMPAIGN

FOUR SHORT FILMS AT THE HEART OF THE CAMPAIGN

FOUR SHORT FILMS AT THE HEART OF THE CAMPAIGN

FOUR SHORT FILMS AT THE HEART OF THE CAMPAIGN

FOUR SHORT FILMS AT THE HEART OF THE CAMPAIGN

PEOPLE AS THE MAIN HEROES OF THE CAMPAIGN

FOUR SHORT FILMS AT THE HEART OF THE CAMPAIGN

TRUE HUMAN STORIES, AS DIFFICULT AS LIFE ITSELF

TRUE HUMAN STORIES, AS DIFFICULT AS LIFE ITSELF

TRUE HUMAN STORIES, AS DIFFICULT AS LIFE ITSELF

TRUE HUMAN STORIES, AS DIFFICULT AS LIFE ITSELF

PRODUCT AT A BACKGROUND OF THE STORIES

TRUE HUMAN STORIES, AS DIFFICULT AS LIFE ITSELF

3-MINUTE FILMS IN A FORM OF SKIPPABLE PRE-ROLLS

3-MINUTE FILMS IN A FORM OF SKIPPABLE PRE-ROLLS

TRUE HUMAN STORIES, AS DIFFICULT AS LIFE ITSELF

3-MINUTE FILMS IN A FORM OF SKIPPABLE PRE-ROLLS

'PRODUCT QUALITY' AND 'RELIABILITY' metrics BOTH INCREASED 3 TIMES

LADA GRANTA STORIES

PROMISE OF THE SEA

PROMISE OF THE SEA

ADVERTISING ENJOYMENT & INVOLVEMENT: 13 TIMES HIGHER THAN THE MARKET AVERAGE

PROMISE OF SUCCESS

PROMISE OF JOURNEY

PRE-LAUNCH CAMPAIGN VIDEO

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