Integration of Ozon into the sports festival Zabeg.ru
On May 30, 2021, the sports festival Zabeg.ru took place in St. Petersburg. Ozon, a domestic online store, became a partner of the festival. The marketing agency Clever Marketing organized the integration of the marketplace into the turnkey festival. We will tell you about the nuances and results of the event in detail.
Goals and objectives of the project
Zabeg.ru is a holiday of sports. The audience here is going to be special: marathon participants are usually amateur athletes who lead a healthy lifestyle. There were also a lot of children at the marathon. They came to support their parents and have fun.
We had the following goals: to increase brand awareness and customer loyalty to it.
It was extremely important to make sure that sports people who are passionate about a healthy lifestyle see that the online store shares their values and has fun with them on this active holiday.
To achieve these goals, we have set ourselves the following tasks:
- 1. prepare a script for an entertainment program;
2. prepare staff: artists for aquagrim, presenter, DJ, photographer;
3. prepare the equipment and design the site;
4. think over the scenario of the award ceremony, prepare prizes;
5. summarize and evaluate the results of integration.
About the customer
Ozon is a Russian marketplace that has been operating since 1998. One of the leaders of the domestic market. The catalog of the online store contains more than 9 million products of various brands. This is a one-stop shop, where you can buy everyday goods, digital and household appliances, clothing, shoes and much more.
Today, the online platform serves more than 1.2 million users daily, and there are delivery points even in the far corners of Russia.
Initially, we planned to integrate the company into the ice cream festival. But three days before the start, at the request of Rospotrebnadzor, the holiday was canceled, we had to quickly rebuild.
A replacement was found quickly. Zabeg.ru is an interesting and unusual holiday of sports and health, and we managed to quickly organize a promotional event at this half marathon.
There were several zones on the marketplace site:
- 1. A photo booth where everyone could take funny photos.
2. Painting on the faces is a favorite children’s entertainment. Our artists made bright drawings with skin-safe paints for everyone who wanted to.
3. Show program. The audience was entertained by a presenter and a DJ. The guests participated in competitions. One of the interesting ones is collecting the highest tower from the boxes.
4. Master classes on assembling boxes and puzzles for speed.
During the race, a photographer worked, our employees gave balloons with the company’s logo and advertising booklets to adults and children.
Cheerful music, an active presenter, prizes and an exciting program-all this made the marketplace area bright and memorable. The guests received valuable prizes for their participation in master classes and competitions.
The Ozon platform at the festival has become one of the most interesting places. It was fun for both children and adults here. We tried to give a good mood to all the participants of the event, and we succeeded.
People actively disassembled balloons, read advertising booklets and took photos next to the Ozon stand.
There were no moments when the brand zone was empty, even at the very beginning of the holiday. We managed to achieve our goals: the participants of the half marathon got acquainted with the marketplace more closely.
Clever Marketing organizes the integration of the brand into a major event and prepares „turnkey“ promotions. We develop an idea, select staff, prepare a platform, think over a scenario and hold an event. We will be able to quickly rebuild in the event of force majeure (with the current epidemiological situation, this is not excluded) and hold an exciting event, regardless of the circumstances.