The King Without a Mask. Кейс «Попади в гости к Филиппу Киркорову» для фестиваля Red Apple

People are rigidly bound by social roles. Only at home, a person can truly be themselves, free of any masks. Home is a place of power that inspires. Askona Home has most vividly and clearly shown this contrast between appearance and true personality, which often only manifests itself at home, using the example of Philip Kirkorov. The brand demonstrated all its capabilities (design, innovative solutions, wide range of products, high-level services), having designed a guest house for the “star”, and then caused a wow-effect, showing how a cozy home transforms a person, gives them the freedom. People usually don&perceive famous artists separately from their image. And least of all did they expect that the brilliant, outrageous and inaccessible “king of pop” would transform into a sweet and calm person who hugs his beloved dog and then easily chats and drinks tea with ordinary girls who come to visit. Frankly speaking, to see the “king” without a mask, they first had to become the winners in the promo. To participate, people came to the Askona Home hypermarket from various districts of Moscow, and one of the winners made purchases for RUB 200,000, instead of 20,000 required. Brand awareness increased by 6 points, 24 million total audience reach, 500+ people left requests for a project at Askona Home, and 6,500+ shoppers came to the opening of new hypermarket in Voronezh. The inaccessible “king of pop” and Askona Home turned out to be close and understandable to...