A major promotional campaign was planned for the launch of My Passport Lumen, a new and unique range of external hard drives offered by Western Digital. ContActive were responsible for the planning of the campaign and took a leading role in its implementation. Aside from generating awareness and sales, a primary purpose of the campaign was to demonstrate the product’s innovative features and emphasise the benefits offered to the consumer.
Nine of the leading Russian resale outlets took part in the campaign. The promotional techniques used included SMM promotion, extensive media placement, a partnership with a major Russian cinema chain, radio advertising and context placement.
Impressions generated in Russia
10 000 000
The total unique user engagement
82 000 000
Impressions generated with the campaign