Yota, which launched in 2009, was a relatively new brand to the technology market. It was keen to increase brand awareness and engage its consumers by reaching beyond its primary markets to a wider international audience. To position itself as a major player, it needed a creative project that would take it out of its comfort zone.
W Communications worked with Yota's marketing team to invest 80 per cent of the brand's marketing budget in Yota Space – the world's biggest digital arts festival. The event would combine an art exhibition, music festival and interactive theatre.
A cutting-edge campaign that blurred the lines between the virtual and the real world while promoting active engagement.
Julia Record, group director of comms, Dorchester Collection
Yota Space was held in a 15,000sqft five-floor disused space in a central St Petersburg shopping mall, and hosted 23 international interactive artists and 26 installations.
The two-week-long festival kicked off with a projection mapping show and international journalists were invited to the event, to ensure exposure in the broadcast media and in the national and international creative, art and music press. Further media outreach included radio and online exposure, and a TV show was commissioned and syndicated globally.
The festival was mentioned in more than 500 pieces of international coverage. Pieces appeared in The Financial Times, Monocle, Wallpaper, Wired and Creative Review.
More than 20,300 people visited Yota Space and international coverage drove 541,852 views on its YouTube channel. About 190,000 watched a live stream of the first night. Yota Space attracted 87,000 fans and followers on its social networking platforms.
Yota achieved the brand recognition it wanted, and 99 per cent of post-event feedback was positive. The festival was well received by art and cultural critics, with the FT ranking it alongside Miami's Art Basel.
Yota's bold move to invest a significant proportion of its marketing budget to give it international recognition positioned it as one of the major players in the technology market.
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