The oldest free classified ads website irr.ru got an update. With fresh new design and improved search engine it became much more convenient than before.
Tell the target audience (20-40, medium and low to medium income) about the irr.ru update. However in general users of the site pay little to no attention to functionality, search and ads posting process improvements — most of them are beginners or medium-level internet users.
The creative agency faced a task to explain to the target audience that the new updated free classified ads website irr.ru makes selling, trading and buying goods more convenient.
We decided to contrast "Was inconvenient — became convenient", without telling about new features of the site itself, but using lines with double meaning touching moral aspects of the target audience.
We decided to contrast "Was inconvenient — became convenient", without telling about new features of the site itself, but using lines with double meaning touching moral aspects of the target audience.
I. e., for example in Russia it's morally inappropriate, "inconvenient" to sell weddings presents ("You can't represent the presented", "Presents are not for sale"), as it is close to ingratitude even if you got a lot of unneeded things (huge crystal peacock, three digital cameras, etc.). On the over side, one can easily sell such goods on the irr.ru website.
Instinct developed the "Was inconvenient — became convenient" campaign on the relevant to the audience channels — outdoor ADs in the city (6х3 billboards, city formats), prints, TVC and internet banners on the thematically close sites (yandex.market, etc.)
It was inconvenient to search for Krupskaya's bust. Now it's convenient. The ARTS department. The new irr.ru
It was inconvenient to buy a car cooler than boss'. Now it's convenient. The Auto department. New irr.ru
It was inconvenient to sell a haunted house. Now it's convenient. The Real estate department. New irr.ru
It was inconvenient to buy an apartment for a mistress. Now it's convenient. The Real estate department. New irr.ru
It was inconvenient to shop for a pair of leather shorts. Now it's convenient. The clothing department. New irr.ru
It was inconvenient to search for a husband with permanent registration and car. Now it's convenient. The dating department. New irr.ru
It was inconvenient to search for a intimate tattoo artist. Now it's convenient. The services department. New irr.ru
It was inconvenient to sell grandfather's library. Now it's convenient. The books department. New irr.ru
It was inconvenient to buy a chainsaw along with a hockey mask. Now it's convenient. The new irr.ru
It was inconvenient to buy an apartment for a mistress. Now it's convenient. New irr.ru
It was inconvenient to sell wedding presents. Now it's convenient. The new irr.ru
Instinct creative team:
Creative directors: Yaroslav Orlov, Roman Firainer
Art directors: Roman Firainer, Zhenya Balabanova
Copywriters: Yaroslav Orlov, Dmitry Moiseev
Junior producer: Katya Fenkina
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