Документальный сериал
Исторический детектив
Документальный сериал о ключевых загадках русской истории
ClientИРИ, Лекторий Достоевский
Case study · promo film and strategy
Audi
A3NEW
Launching the new Audi A3 through opinion leaders in Moscow Oblast — organic reach without heavy paid media spend
Client: Major Auto. Central region
Promo filmRegional launchOpinion leaders
4Cities
for filming
12Regional opinion leaders
in lead roles
5Shoot
days
We cast regional opinion leaders and gave them roles in the film. Each hero shared the video with their followers, building large organic reach without paid placements
Brief
Growth on a tight ad budget
Promote the refreshed Audi A3 in Moscow Oblast with limited paid media budget — earn local attention without big media buys
Model
Audi A3 NEW
Region
Moscow Oblast
Paid media budget
Limited
IdeaReach
Reach
without a media budget
We shot a film starring Moscow Oblast opinion leaders. In exchange for acting in Audi advertising, they share the finished film with their audiences. No paid placements needed — reach is the sum of real feeds
The trade
Audi offers
A role
in the ad
in the ad
Star status in a national car-brand commercial
The creator offers
A repost
to their feed
to their feed
A live audience and zero talent fee
No paid media placements. Reach is the combined audience of everyone in the film
Opinion leaders
12
heroes
heroes
Locally known hosts, bloggers, musicians, dancers, and photographers from Moscow Oblast — each brings their own engaged audience
HostsBloggersMusiciansDancersPhotographersActors
efficiency
Shoot logistics
We packed the whole pipeline into a tight schedule — 4 cities in 5 shoot days, with a bespoke scene for every hero
live audience
Organic reach
The finished film traveled through followers — every hero shared it with their audience. Reach without paid placements
Behind the scenes
How we shot it
5 shoot days, 4 cities
Outcome
It worked
The film hit feeds and drove strong conversion. Creators distributed the video to audiences that matched Major Auto’s Audi sales geography
Organic
No
paid boost
Creators’ live audiences and strong conversion inside Audi’s sales zone
Geo match
Audience geography
matched dealers
Creator audiences lined up with where Audi dealerships actually sell
Economics
Budget
went to production
Spend focused on making the film. Reach came from the opinion-leader mechanic
Locations
Beyond
Moscow gloss
Suzdal, Ryazan, and Vladimir added local texture you rarely get in polished capital-only advertising
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