Practica
Рекламное агентство
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ivi

Strategy

ivi.ru is the online cinema
number one in Russia


Strategy

ivi.ru is the online cinema number one in Russia. It offers its users 3 regimes of films watching: AVOD (free access with advertisements), TVOD (buying of chosen films), SVOD (subscription). This makes ivi.ru a rival for both pirates (torrents, online streaming) and mobile ecosystems (App Store and Google Play) along with the other online cinemas.

We had the task to form a single brand with one long-termed advantage.

As ivi.ru can be named the technologic leader among online cinemas it allows to form the content system based on the interests of each user – this will solve the perpetual problem: lots of content but nothing to watch.

In the world of content that fits the average of mass audience we
have found the vital and transparent role for the brand – ivi.ru does its best to comprehend the tastes of each of the million users and to select the right film for them. Ivi.ru believes each human being is unique so as their tastes.

The new brand strategy was reflected by the new slogan: “ivi – that’s my movie”

For this stage of the market growth we chose the ease and the speed of access to your film as a key advantage.  Users do not have to wait for the right time and place to watch a film or TV series – they can watch them anytime on any device.


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*ivi – that’s my movies 


The new brand
strategy was reflected
by the new slogan:
“ivi – that’s my movies”


 
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