In a season of high stress and media noise, most brands launch urgent promotional offers. Communications are similar to each other. Due to the long to-do list and the constant flashing of promos, the audience is becoming increasingly anxious and banner blind. Avito Services faced several barriers during this period: low brand awareness in Moscow and St. Petersburg, lack of media presence during the economically active season, dominance of players with ecosystem offerings and powerful media budgets. The brand's budget was limited, so it was not possible to use wide-ranging channels.
The challenge was not only to “appear in the media field,” but to do it intelligently and noticeably. We needed a creative, non-standard solution that would respond emotionally at a time of seasonal stress and highlight the brand.
The strategy was the use of a single emotional trigger and message, a built ecosystem of channels that attracts and leads to interaction with the brand. Unlike competitors who focused on urgency and promotions, Avito Services chose the territory of tranquility, which reflected the main image of the brand.
The idea: Avito Services are Antistress for your business. They don't allow stress to multiply because they don't give it a chance to seep into a person. They help to relieve tension at the end of the year by quickly finding someone from among the many masters who will solve the problem. The main visual image reflecting the meaning of the idea was the bubble wrap, a well—known symbol of anti—stress, which causes an instant emotional reaction and has a high engaging potential - what is needed during this period.
The basis was a competent implementation — a sequence of communication, where each channel — from a landing page with interactive elements, media facades, to an offline interaction experience — was chosen for a reason, they specifically involved the right target audience. This provided a seamless, consistent and memorable experience for the audience, which conveyed the main message of the brand and increased its recognition in a low-budget environment.
The result: a distinctive and well-executed idea that helped the brand to stand out, increase awareness in key regions, and strengthen its role as the stress-free solution for everyday tasks.
Short-term results:
– +2.7 pp growth in customer traffic to the platform during the campaign
– +18 pp YoY growth in brand search queries in Moscow, +17 pp in St. Petersburg
Marketing KPIs:
– Top-of-mind (TOM) maintained in key cities (vertical TOM +3 pp in Q4)
– +8 pp increase in unaided brand awareness (UBA) in Moscow
Communication KPIs:
– +7 pp increase in “Every task starts with Avito” perception (July ’24 to Jan ’25)
– +14 pp increase in “I find service providers on Avito without stress”
– +10 pp growth in the “Leading platform in the category” brand metric