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Charity Auction
Customer: Creative Labs
Objectives
- Increase awareness of Jukebox (MP3 Player) and its unique benefits outside of Russian PC community
- Create positive emotional attitude
Actions
- Two special edition samples of Creative D.A.P. Jukebox with music collections and signatures of rock legends, Genesis and Dire Straits, offered for sale by online charity auction
- Russian mass media (Komsomolskaya Pravda, Classic Rock, Ruski Focus etc.) partnered as information sponsors of the charity auction
Challenges
- Due to its high price, Jukebox was not as popular in Russia as it was in USA
- Insufficient awareness of Jukebox outside of Russian PC community
Results
- High auction activity: 164 bids for the two special edition samples
- Record high prices achieved
- Proceedings from the auction donated to support young Russian musicians participating in the annual Kremlin concerts (new violine for Eugene Fetisova, 11)
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