DreamDrive: Moscow Chronicles. Red Apple, 35th MOSCOW INTERNATIONAL ADVERTISING FESTIVA

This is the story of how one sleeping girl in a transparent vehicle sold hundreds of beds and mattresses across Russia. The DreamDrive truck travelled through busy Moscow streets during the evening rush hour, sparking curiosity and the desire to share this urban phenomenon. Photos and route information quickly spread to media outlets, social groups, and Telegram channels. Residents of other regions discovered that the QR code, which offered a discount, worked even when scanned from a photograph. They eagerly used this “Moscow” bonus, sharing the “life hack”. Thus, a “virus” unleashed in Moscow swept throughout the country. By leveraging the power of viral marketing and people&natural curiosity, the brand successfully promoted its product without spending money on advertising. Results: 4 million people reach, 4000+ viral reposts in social networks and media, +7% sales growth, +4 points in brand awareness as the “Expert in sleep products”. And the number of searches for sleep problems in Moscow has dropped by 23%. And all this without investing in media. The total budget of the project was only RUB 2.3 million, and online promotion was achieved through the viral effect. Brand team: Natalia Pushko, Marketing Director Maria Teliatnikova, PR Heads Gulsina Shagalieva, Director of Integrated Communications Maria Sergeeva, SMM Head