UFC wasn't represented well in Russia. Viewers had access to a very limited amount of fights that were shown mainly on TV and always past midnight due to time zones difference.
Wink was the first online video service in Russia to get the exclusive rights for distributing UFC content. We needed to announce it on TV during the fight between Khabib Nurmagomedov and Dustin Porrier. The main condition was to use only UFC content.
UFC fights are something that you can enjoy endlessly — like pieces of art. So for standing out in the ad unit, where all the videos consist of fragments of UFC fights, we focused on the sound and created an atmosphere of classical art venue.
Creating the concept.
- concept of audio style
- video script writing
- pitching for client
The video was shown twice in commercial breaks during the fight. The number of downloads of the app grew by so much that the Wink app entered the TOP of free apps in Russia and became the leader in its category.
- Project Roles
- Copywriting, Music, Scripting, TV
- Advertising, Scripted TV
- Project Industries
- Entertainment, Technology