According to the results of the Effie Awards Russia 2022, the projects of National Media Group, more.tv and CTC are recognized as one of the best in the field of advertising and marketing in Russia.
The case of "What is tough for teenagers" by NMG, more.tv, OMD Media Direction and FUSE Media Direction Group, Mela and Prospect Production became the winner in three categories at once:
- Audience/Youth Marketing (teenagers and young people under 25) – Effie Gold;
- Positive Change/Positive contribution to society and sustainable development. Brands/Companies – golden Effie;
- Media. Marketing. Advertising - silver Effie.
The project "What is tough for teenagers" is aimed at creating a content environment and interactive tools for relevant, real support for teenagers. It includes the chatbot "What is tough for teenagers", the third season of the more.tv original series Troubled Teens, which raises acute social issues of the younger generation, and the documentary project "Troubled Teens. Reality".
The main goal of the project is to show teenagers that there is a way out of any situation, however difficult it may seem. It is important not to be alone with the problem and to remember that there are people who will always help and support.
The bot "What is tough for teenagers" on Telegram was developed by NMG together with more.tv as well as media for children and parents "Mel" and was launched simultaneously with the start of the third season of Troubled Teens. Now the chatbot @trudno_podrostkam_bot has about 16,000 subscribers on Telegram.
The bot provides information about the most common problems among teenagers: domestic violence, addiction, bullying, body shaming, sex and suicide. In addition, the chatbot is equipped with a "I need help" button, by clicking on which people will receive contacts of professional services for teenagers.
The Troubled Teens series (produced by Prospect Production) addresses the problems of teenagers, which are silenced in society. The series was created together with psychologists: teenage characters are always given a second chance, and the young viewers are given hope to solve any problem.
Documentary project "Troubled Teens. Reality", also developed by Prospect Production, is a post-series show that was launched due to a large number of appeals to artists on social networks for advice and support. It involves children who have faced the same problems (body shaming/bullying/drugs/domestic violence) as the characters of the series. Experts who explain in depth the ways of solving the problems in question were also invited to the project.
The joint project of CTC and Holy Corn according to the results of the final round of judging won in the category
- Shopper marketing/Programs aimed at trial purchases and increasing awareness (silver Effie).
A project of CTC and Holy Corn was a chatbot that creates an ecosystem of entertainment, where users get from the retail and CTC broadcasts. With the help of the bot, the companies connected TV, digital and offline, attracted the attention of a young audience and motivated customers to repeat purchases.
The award ceremony took place on April 28 in an online format. 295 cases made it to the finals.
Effie Awards is the most prestigious award in the field of marketing, ensuring the effectiveness of advertising and marketing communications. The competition has been held since 1968 in 52 countries, on 5 continents and at the global level.