A Movie Channel with Favorite Characters

A MOVIE CHANNEL WITH FAVORITE CHARACTERS

Creating a new brand positioning for “Mosﬁlm Golden Collection” as part of the awareness promo campaign

— January – February 2021 A MOVIE CHANNEL WITH FAVORITE CHARACTERS Creating a new brand positioning for “Mosﬁlm Golden Collection” as part of the awareness promo campaign

THE BRAND’S LONG-TERM OBJECTIVES The brand of this TV channel should, on the one hand, fit within the ecosystem of the THE TV CHANNEL parent brand of the Mosfilm film studio, on the other hand, it should ensure the channel’s stable leading position in the Russian PayTV segment of movie channels.

Using Mosfilm's movie hits as a driving force, the channel's brand should draw the audience's attention to Mosfilm's extensive film collection, a significant part of which is largely unknown to the modern viewer and which gets minimal airplay, or has never even BRAND WITHIN been broadcast (until now).

THE BACKGROUND OF THE NEW POSITIONING The brand of the new TV channel needs its own niche positioning. It is necessary to detach from the parent brand – Mosfilm, which is well known to the audience THE CAMPAIGN and is already present on the market, both through its own YouTube channel with shareware (AVoD) access to content, and on the air of public federal and cable TV networks. That is, the product’s USP – exclusive PayTV access New brand positioning was one of the core goals to the Mosfilm library – is under strong competitive pressure from the parent brand. of the campaign besides increasing coverage CAMPAIGN OBJECTIVES AT BRAND LEVEL and brand awareness. Positioning of the new TV channel’s brand in such a way as to deviate from the traditional ways of accessing people’s favorite films. ABOUT THE CHANNEL Fostering the audience's idea of the TV channel as a meeting place, a place where they “Mosfilm Golden Collection" is a joint project of the Digital Television Company, can always find the most popular and beloved Mosfilm movie characters. the VGTRK Media Holding, and the largest Russian film concern, Mosfilm.

Tone of voice of the promotional campaign should present the product as a relevant, This is a TV channel with exclusive and premiere access to the rich treasury significant, modern event. of Soviet and Russian movies, filmed by the country's leading film studio.

The TV channel was launched in 2020.

2 A MOVIE CHANNEL WITH FAVORITE CHARACTERS Creating a new brand positioning for “Mosﬁlm Golden Collection” as part of the awareness promo campaign

NEW POSITIONING AND BRAND IMAGE

New positioning of the TV channel: Mosﬁlm Golden Collection – a movie YOUR FAVORITE MOSFILM CHARACTERS – FACES OF THE TV CHANNEL Images and characters of Mosﬁlm movies are popular in the digital world among the audiences of all channel with favorite characters! ages through quotes and memes.

Movies of the Mosfilm studio are constantly broadcast by federal TV networks; they are also available on We have studied and selected the most popular and most cited characters in the digital world and online platforms, and they are largely perceived by the audience as a national treasure, access to which compared them with the list of the most rated films from the Mosfilm collection. At the intersection, cannot be limited or restricted in any way. we had a list of 8 films and, accordingly, characters, which formed the basis of the promo campaign. Portraits of these selected characters, made in the style of Soviet movie posters, become the key We decided to declare the exclusivity of the content rights in positioning through the images of movie visual solution of the campaign. characters loved by the audience, not through the films in which they appear. The emotional connection with specific characters is stronger than with the movie titles – These are not only much-loved ● characters, but also much-loved actors. In this context, Mosfilm's favorite characters are the faces and Tosya ("The Girls") ● brand ambassadors of the channel. Shurik ("Operation Y and Shurik's Other Adventures") ● Lenochka ("Carnival Night") ● Semyon Semyonich ("The Diamond Arm") ● Nadia ("The Irony of Fate") ● Nina ("Kidnapping, Caucasian Style") ● Kostik ("The Pokrovsky Gate") ● Gosha ("Moscow Does Not Believe in Tears")

3 A MOVIE CHANNEL WITH FAVORITE CHARACTERS Creating a new brand positioning for “Mosﬁlm Golden Collection” as part of the awareness promo campaign

VISUAL 1 AESTHETICS OF THE CAMPAIGN 2 3 4 In the digital world, Soviet retro aesthetics are popular, borrowed from the classic examples of Soviet banners, advertisements and posters – including lettering and poster painting style.

The key visual solution was to combine poster retro aesthetics with a modern, minimalist “digital” typographic design. 5 6 7

The key images are the faces of the promotional campaign, the most-loved characters of Mosﬁlm, made in the style of poster painting.

1 — Already on the air! 2, 3, 4, 7 — [Character’s name] is on the air! A movie channel with favorite characters. Turn on 4 5 — Which character of Soviet Cinema are you? Take the test 6 — “I have a feeling that tonight we have lived a lifetime” I am Nadia, and who are you? A MOVIE CHANNEL WITH FAVORITE CHARACTERS Creating a new brand positioning for “Mosﬁlm Golden Collection” as part of the awareness promo campaign

Outdoor advertising The general image of the campaign using the format of a billboard.

5 A MOVIE CHANNEL WITH FAVORITE CHARACTERS Creating a new brand positioning for “Mosﬁlm Golden Collection” as part of the awareness promo campaign

PROMO: TV

● https://drive.google.com/ﬁle/d/10ZUQlC5O4JuRp6bJ rXs53XPzQsz0ucTx/view?usp=sharing

● https://drive.google.com/ﬁle/d/10es40eFGLSlRB0_6g Sw2jYgUxOeU5wPV/view?usp=sharing

6 A MOVIE CHANNEL WITH FAVORITE CHARACTERS Creating a new brand positioning for “Mosﬁlm Golden Collection” as part of the awareness promo campaign

PROMO: RADIO Radio spots are based on famous and most recognizable quotes by characters of the campaign

https://cloud.mail.ru/public/wxHo https://cloud.mail.ru/public/D2qB https://cloud.mail.ru/public/uz4A https://cloud.mail.ru/public/t9Uc/ /y9rLmdgG7 /SXezcSiiD /qPeeXUU4p HEdwhEVwP

Gosha is on the air! Nadia is on the air! Shurik is on the air! Tosya is on the air! “Whatever I was not being called… “Ippolit, I’m begging you get out of the bath “So sorry for the bird…” “Here I am beautiful and walking the Zhora and Yura and Gosha and Goga.” – you’ll spoil your coat.” Mosfilm. Golden collection – a movie street. And all the guys I meet are freezing. Mosfilm. Golden collection – a movie Mosfilm. Golden collection – a movie channel with favorite characters! And they fall down, fall down and are channel with favorite characters! And channel with favorite characters! And with Semyon Semyonich as well. stocked themselves in stacks.” with Semyon Semyonich as well. And with Semyon Semyonich as well. “I slipped, fell, lost consciousness, woke Mosfilm. Golden collection – a movie “Such a suspicious dude… Charming “You have your mustache unstuck.” up – a plaster cast.” channel with favorite characters! my teeth" Age rating 16+ Age rating 16+ And with Semyon Semyonich as well.

Age rating 16+ Age rating 16+

7 A MOVIE CHANNEL WITH FAVORITE CHARACTERS Creating a new brand positioning for “Mosﬁlm Golden Collection” as part of the awareness promo campaign

Landing page and test Screenshot of the landing page, internet banners, and an example of the test result.

8 A MOVIE CHANNEL WITH FAVORITE CHARACTERS Creating a new brand positioning for “Mosﬁlm Golden Collection” as part of the awareness promo campaign

Social media Stories ● https://cloud.mail.ru/public/2FoF/e52c8D8kR ● https://cloud.mail.ru/public/KPxe/ekkZrSum6 Video post ● https://vk.com/mosﬁlmgold?w=wall-197986916_5576

9 A MOVIE CHANNEL WITH FAVORITE CHARACTERS Creating a new brand positioning for “Mosﬁlm Golden Collection” as part of the awareness promo campaign

DESIGN OF COMMERCIALS AND ONLINE PROMO-PRODUCTS Broadcast graphics reel ● https://drive.google.com/ﬁle/d/10YidKa9obWB1vqTxE__tvyjcCnbBkdtb/view?usp=sharing