Gazprom Graduate Campaign
Online Graduate Competition
At the heart of the current campaign is the ‘It’s Russian for…’ messaging platform, which gives English language translations of Russian phrases.
We want to take that idea and build a fun attention-getting student competition around it. We call it ‘Russian for Winning’.
We drive students to a new microsite called russianforwinning.com offering a Russian pronunciation game. A word appears on screen, the pronunciation is heard, and they have to copy it. Using voice recognition technology, the site will tell the user whether they have got it right or wrong. All they need to do is pronounce five words correctly out of 20 to be entered into a draw for a new laptop. But it’s harder that it looks. Try it for yourself using Google Translate.
The words will be from the heart of Gazprom’s identity and values – words like ‘innovation’, ‘complex’ or ‘technology’. There will be a small piece of content – a paragraph of copy or a graph – that will expand on why that concept is so important to graduate life at Gazprom. And at the end of the game, users are invited to explore the graduate programme.
The competition could exist purely online or it could be promoted on campus. The student Brand Ambassadors could use iPads to entice people to try it, while educating them on who Gazprom M&T is and what they offer.
The competition is not about providing a hard filter; it’s about raising brand awareness amongst students and driving them to the Gazprom website. And – maybe – winning an award in the process.
