Promotion of the series “Patriot” for TV channel “TNT”


Launch of a new TV series is impossible without advertising promotion aimed at attracting viewers and motivating them to watch. People learn about new products through advertising on the Internet, bloggers, banner ads on websites. Another option to tell about the launch of a new project is to conduct a live marketing campaign.


Today we will talk about how we organized the promotion of the series “Patriot” from the TV channel “TNT”.


Goals and challenges


Goals of the project:

  1. 1. Increase loyalty of the channel’s regular audience.
    2. To attract a new audience, to give the key information (the start of the show, the plot).
    3. Strengthen the positive brand image through the event.

To achieve the goals, the following tasks were set::

  1. 1. Creating an address program, branding equipment.
    2. Equipment preparation.
    3. The scenario of the event.
    4. Training of personnel (promoters, supervisors, operators, etc.).

Now we will briefly tell you about the customer.


About the customer


“Patriot” is a TV series from TNT released in 2020. The story is about an ordinary soldier who returned to his town with the firm intention of serving for the benefit of his fellow citizens. The fight against daily injustice is becoming a new reality for Sani Kuchin.

The viewer is fascinated by the development of events, together with the hero passing a difficult path. All this for the sake of a great goal – to make life in Russia better. The hero gets a job as a security guard, but in his heart dreams of studying at the FSB Academy. Whether the aspirations of a young person will come true, whether the lives of people around them will change and how this will affect their own fate – see the series.


In March 2020, we organized a number of city promotions. Read more about the progress.




TNT’s audience is young and mature. Our work was aimed at a wide coverage, including all potential viewers from 14 to 40 years old.


The Patriot Healthy Lifestyle marathon was held in 29 cities of Russia. We were responsible for the campaign in Petrozavodsk.


The work included the following activities:


Mechanics of campaign


We organized an event aimed at motivating people to do sports and lead a healthy lifestyle.


On the site, all guests could go to the car and exchange cigarettes for dumbbells, thereby giving up the bad habit in favor of sports. In order to make an exchange, a person had to take a photo against the background of the UAZ and post it in social networks with the appropriate notes (#Patriotttt and # TNTPETROZAVODSK).


After the action, all collected cigarettes were destroyed.


Rental equipment


We found and rented UAZ Patriot, prepared it for operation and delivered it to the site. There were dumbbells in the car to exchange for packs of cigarettes.

Visitors threw the packages into a trash can, which we pre-branded and delivered to the place of the action. Also, staff with a loudspeaker encouraged citizens to participate, and music from the car attracted the attention of passers-by.


All the equipment of the site was branded with the logo of the series on the car, dumbbells with bernding, flags. Roll-up with information about the start of the show. Branding allows guests to quickly remember information about the promoted product, as well as increases the reach.


Selection and training of promotional staff


The event was attended by 2 animators who were trained. The staff told the people about the story, the start of the show, as well as the conditions for participating in the competition for prizes. A supervisor was assigned to monitor the work of the staff.

Also on the site were a photographer and videographer who recorded everything that happened on the camera. In the future, the materials were useful for compiling reports.


Announcing an event on the Internet


We have placed ads in 19 city and news communities on Social Media to attract the attention of as many people as possible. The selection took into account the target audience and the number of subscribers in the communities.


We posted pre-announcements and post-announcements informing about the start of the event (March 10 at 20.00).


All the efforts made gave a great result, which we will tell you about later.




At the end of the promotion, we summed up the results:

  1. 1. We held 4 events in different parts of the city, during which we encouraged citizens to learn more about the new TV show and connect to TNT at the specified time.
    2. The event helped not only to promote the project, but also to motivate people to give up bad habits and do sports.
    3. The number of loyal viewers of the channel has increased.
    4. A huge number of people found out about the channel and the series.
    5. The coverage of posted event entries exceeded 30,000!



Clever marketing organizes PR campaigns for the largest TV channels in our country. We are happy to take part in the promotion of high-profile new products in the field of film and television.


Contact us and we will organize any event for you, from a family holiday to a city sports marathon!

Targeted advertising in Instagram for dealer and manufacturer of medical equipment

Our agency has a large experience in setting up targeted advertising in various social networks. Before launching a campaign, we will analyze the audience, create relevant ads and develop creatives based on the customer’s wishes.   In 2020, we set up targeting for Endomed – a distributor of medical equipment.   Read more in the article.   Goals and objectives   The goal of the project was to increase the number of orders for products.   To achieve it, the following tasks were set:   1. Analysis and parsing of the target audience2. Creating the concept of advertising publications (texts, creatives)3. Launching and tracking campaigns4. Summary of results, preparation of reports   Before we share the project, let’s have a few words with the company.   About the customer   Endomed is a dealer and manufacturer of endoscopic and electrosurgical equipment, endoscopic systems and systems for the diagnosis of osteoporosis, as well as devices for video capsule endoscopy. In addition, the company is a service center – repairs devices, provides advice on their operation for medical personnel and conducts training sessions.   The brand has been cooperating with private and public hospitals for 24 years, providing them with high-quality equipment.   Over the years, Endomed has managed to serve more than 3,000 customers.We started working with the organization in 2020, and one of the areas of promotion was setting up targeting in the social network Instagram.   Implementation   Analysis and parsing of the audience   The company has a website, and is also promoted through Instagram. The page contains news, information and sales posts.   When collecting the audience, the following parameters were taken into account: gender, age, social status, field of activity and interests.   We used several sources for parsing:   1. Subscribers to the pages of your competitors 2. People interested in these topics: medicine, endoscopy, gastroenterology, rheumatology and osteoporosis3. Medical organizations (selected addresses based on the “medicine” interest).   Using the collected categories and selected parameters, we created a look alike audience.   A Facebook pixel was also installed to collect visitors from the client’s site.   After collecting and segmenting the database, we started preparing texts and visualizations.   Development of advertisements   Images and videos play a key role in Instagram. They should be attractive, bright and catchy. We have created a number of creatives in the corporate style (red and white colors). Examples of announcements We had several campaigns, so the creatives changed every week.   We also wrote sales texts taking into account the wishes of the customer and the needs of customers, described the characteristics and advantages of the products. Examples of announcements The last stage was summing up the results and preparing reports.   Analytics and reporting   We provided the client with both interim reports and full-month totals. During the operation we monitored the reaction of users.   Each individual campaign was analyzed by performance parameters, which helped to make changes in time and offer ideas that…

Promotion of medical centers in Russia

Many clinics in Europe and USA are popular in Russia. Also the amount of the monthly searched keywords, regarding medical services or medical centres, is huge. So, an active online advertising of medical services would definitely attract more Russian patients.   Due to the situation with COVID-19, of course, less of them will be able to use the services of medical centers in the nearest future, but if you start your advertising campaigns now, it will be a good contribution for your company, a sort of investment.   Why do Russians choose foreign private clinics?   Unfortunalitely, the level of service and medicine, by and large, in Russia isn’t very high. There are also a lot of private medical centers where people can get tested or use some other services, but the prices are really too high. So if there is a choice between foreign clinic and Russian with the same price list, it is better to choose the first ones.   Moreover, there are some services and medical supplies that people cannot simply find in Russian hospitals. That’s the reason why they are obliged to go to the other counties to get them.   Other reasons are better standards, high technology, more research and medical experiences in the foreign medical centers.   Usually, Russian patients prefer clinics in Germany and Israel due to the geographical position and high level of medicine in general. More popular, but also in demand the following countries – Turkey, Singapore, Swiss, France, USA, Poland, Hungary, Czech Republic, Lithuania and further Eastern Europe.   What services and domains are the most popular?   There are some services and domains that are especially in demand among Russian patients. For example:   1. Cardiology and cardiac surgery.2. Oncology.3. Eye surgery.4. Orthopedics.5. Plastic surgery.6. Neurosurgery.7. Check up programs.8. and medical rehabilitation.   As you can see, these fields require high-end technology for medical treatments and diagnostics so it’s a reason why people choose them. To attract attention to these services and to clinics in general, it’s important to know how to build a marketing strategy.   How to promote medical centers in Russia?   First thing that you should do is to translate your website in Russian and create communities in Russian Social Media. It is really indispensable because even people with high income in CIS countries don’t speak English or other languages and it’s more comfortable and easier for them to read information in their native language.   When you finish with translation and creation of new groups in Social Media, you could start your marketing.   There are many methods to attract patients to your clinics, but the most effective are SEO, contextual advertising, ORM/SERM, SMM.   SEO Yandex   Yandex is the biggest search engine in CIS region so you should start promotion there. In our other articles we have already told about this method.   In general, there are several parts, how to make the website optimized for search engines:   1. Onpage SEO.2.

Beauty-marathon in “Rive Gauche”

We have been cooperating with Rive Gauche for a number of years. The company is our regular customer and partner. We have already held more than 10 promotions for the brand, including festive openings of new outlets in different regions of the country.   In March of this year, representatives again approached us to organize events dedicated to International Women’s Day. In the framework of the event visitors were able to receive gifts, free makeover and discounts on products.   From March 1 to 9, events were held in a number of cities. We were responsible for holding “Client Days” in St. Petersburg, Rostov-on-Don, Yekaterinburg and Kazan.   Goals and objectives   The customer has set 4 goals for us:   1. To hold a festive event in the retail outlets.2. Announce current and future discounts.3. Increase store traffic.4. Strengthen the positive brand image in the selected regions.   To achieve the goals, the following tasks were set::   1. Development of mechanics and scenario.2. Search, hiring and training of staff.3. Technical support and design of the zone.4. Summarizing results, providing reports.   Period: March 7-8, 2020.   Implementation   We organized an event that lasted 2 days in a row.   Next, we will tell you more about each area of work:   Script development   We have worked out the plan taking into account the timing. It was important for us to calculate the time to have time to install the equipment, create a festive decoration and coordinate the staff. The host had to tell visitors about the history of the creation and favorable offers from Rive Gauche, timed to coincide with the holiday. At the same time, he moved around the hall, communicated with visitors, learned their mood and the purpose of visiting the store.   In addition, he had to offer visitors to use the free services of a make-up artist and make-up using a certain brand of cosmetics. On March 7, products from Chanel were used, and on the 8th – Giorgio Armani.   Finding and hiring employees   We found the host, who was instructed in advance and prescribed the text.   We were also responsible for coordination, introduced him to consultants and make-up artists with whom he needed to communicate and interact.   Additional instruction was given by makeup artists, who told the guests about cosmetics, its advantages and application methods.   On-site consultants worked to tell customers about the best offers, offered to buy certain cosmetics and perfumes.   Additionally, photographers and a video operator were hired to film the process.   Technical support   Our task was to prepare the site and bring all the necessary equipment.   We found and installed microphones, speakers, and checked the sound quality.   Previously, the location of zones in the store was studied so that the staff could quickly navigate the places (photo zone, make-up stations, sections, etc.).   In addition, we have installed advertising materials: a press release, a banner, a design (balls).