TV-3 channel took a bronze in the Web&Mobile Sites category in the sub-category “Best mobile site/landing” for the website to the film series Obychnaya Zhenshina (An Ordinary Woman). The channel’s team created a non-standard landing to tell spectators about the film series. The key emphasis of the promo is on the main character’s double life and secrets, which are stored on a mobile phone. A unique phone-like interface was created for the website with icons for each app and widget, as well as an internal structure of applications. In this way, the promo’s users were able to poke around the main character’s mobile phone.
Another bronze medal in the Social Media category, in the sub-category “Best social media campaign”, was given to the Friday! channel project Oryol i Reshka. Case Goroda (Heads or Tails: City Case). The nomination recognizes campaigns with the most innovative, effective and creative use of social media. The channel’s team, together with VKontakte social network, created a neural network in a chat bot that analyzed the sound waves of audio messages in the user’s phone and replied with an image of a city silhouette that matched his voice.
Meanwhile, the team of Gazprom-Media Sales House received a bronze award at MIXX Russia in the category Best Use of Technology for its interactive advertising with SKODA Russia. As part of the campaign, television viewers could sign up to test drive new cars directly from their TV screens, without getting distracted from viewing the main content. The viewers saw a message with a prompt to leave a phone number to sign up for a test drive while watching TV. The phone number could be submitted directly from a TV remote, after which the viewers would get a call from the representatives of the nearest car dealerships.