OBJECTIVE:

A major promotional campaign was planned for the launch of My Passport Lumen, a new and unique range of external hard drives offered by Western Digital. ContActive were responsible for the planning of the campaign and took a leading role in its implementation. Aside from generating awareness and sales, a primary purpose of the campaign was to demonstrate the product’s innovative features and emphasise the benefits offered to the consumer.

WHY COOL:

Nine of the leading Russian resale outlets took part in the campaign. The promotional techniques used included SMM promotion, extensive media placement, a partnership with a major Russian cinema chain, radio advertising and context placement.

WOW RESULTS:

5 000

Impressions generated in Russia

10 000 000

The total unique user engagement

82 000 000

Impressions generated with the campaign

MEDIA: