​Advertising campaigns of Gazprom-Media TV channels receive six prizes at Effie Awards Russia 2018
27 April 2018

The annual, prestigious Effie Awards Russia 2018 announced the winners in the field of advertising and marketing communications on April 26. Six advertising projects that were developed by Gazprom-Media Sales House and implemented on the television channels Friday! TNT and TNT4 received awards.

“This is not the first year that the professional community recognizes the successful campaigns in brands promotion on our TV channels and the creative solutions for advertisers. We are proud of our team, which is able to find non-standard solutions for brands and align communications with customers correctly by using the powerful media capabilities of the holding,” said Dmitry Chernyshenko, CEO of Gazprom-Media.

Advertising projects on Friday! and TNT channels

The advertising campaigns on the Friday! and TNT TV channels won four awards.

The bronze award in the nomination “Sponsorship” went to TNT for the integration of the brand EPICA into the channel’s flagship show Tantsy (Dances), as a result of which EPICA increased the audience coverage and strengthened its youth image.

The bronze in the nomination “Native advertising. Branded content” went to TNT’s collaboration with the brand Ostin for the original format of the show Stil za 90 Sekund, (Style in 90 Seconds). In the show, fashion bloggers taught viewers how to look 100% in the conditions of a perpetual rush.

The advertising campaign of Gazpromneft’s brand G-Energy, Narychi na Bilety Comedy Club (Road Yourself to Comedy Club Tickets) was recognized in the nomination “Transport and logistics.” The participants of the contest, which was available on the TNT-Club app, received valuable prizes from G-Energy, while the best of them were invited to be guests of the Comedy Club festival in Sochi.

Another bronze went to the National Legal Service’s sponsor project on Friday! channel in the nomination “Campaigns with one communication channel.” The informative advertisement project “Sovety Puteshestvennikam” (Travel Tips) was carried out on the travel show Oryol i Reshka (Heads or Tails). As a result of the campaign, the sales of travel law services grew 42 times.

Promotion of own TV brands

For the first time, the Effie awards recognized the self-branded campaigns on the TNT and TNT4 channels. A silver in the nomination “New technologies in communications” went to the country-wide initiative Popadi na TNT (Get on TNT), as part of which TNT filmed more than 3,000 inter-program videos featuring viewers from 22 Russian cities. The best videos were broadcast on the channel.

TNT4 claimed a bronze in the nomination “Mass Media. Marketing. Advertising” for the ad campaign of its show Dengi ili Pozor (Money or Shame). The promo campaign was designed in the provocative style of the show. As a result, the show got an above average viewership share as compared to other channel programs, while the show’s episodes online were watched 30 million times.