Gmail Russia advertisement
Pavel as Fun
Фев|24|2008
Advertising agency Saatchi & Saatchi Moscow created new Viral video for Google Russia to promote Gmail.
Beautiful example of WOW-marketing.
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Translation: 0:52 Welcome to Gmail. Email in Google spirit. Simple, comfortable and functional. 1:05 Directly to your mail is embedded google search. Simply enter senders name or any text from mail and you will find mails. 1:25 In gmail you can mark most important mails by marking with stars, and when you need them again you can find them easy and fast by clicking menu with star. 1:45 With gmail you will always have allot of space. Everyday growing space of mailbox will allow you store your messages as long as you want. 2:00 Also in gmail you have chat. You will know who’s online by looking at green dot. Just click name to enter chat and talk with friends in real time without leaving mail box. 2:25 One more function of gmail is good protection from spam. It will put all mails to spam folder without trashing your mailbox. 2:35 and at last - you can check your mail from mobile fone. Just enter gmail.com/app and you will can download application for easy work with gmail. 3:07 get mail on gmail.com Thanks to Gamebit for quick translation |
For Google it is really hard to win the battle for market share with mail-services of top Russian national Portals Mail.ru, Rambler and Yandex. Especially with Yandex.Mail : both Yandex and Gmail have unlimited space, antispam filters, Ajax effects, mobile applications support, easy search and navigation inside mailbox.
The second important factor is low-motivation to create new mailbox - besides some thousands of geeks who already successfully use Gmail for a long time, most of users already have one or more mailbox on popular national portals which they are used to check every morning and can’t understand why they need to make new one supported by Google especially if it have almost the same functions.
In such key, emotional and bright advertisement most of other ATL-advertisement can help Google to attract new users and enrich understanding of all modern functions and advantages of Gmail.
The another import thing to know is domain name. Most of Russian users are used to associate any domain name with the zone “.ru”, but the domain name Gmail.ru is controlled by another mail-service, independent from Google.
This domain was registered by the founder of internet-agency Sema.ru at the beginning of 2003 - one year before the official launching of Google Gmail(April 1, 2004). Later he created there independent mail-service. In 2005 Gmail.ru was officially registered as the official trade mark and Google loosed the last opportunity to receive domain name for free.
According to my sources of information, two years later Vladimir Dolgov(CEO of Google Russia) had an attempts to buy domain name Gmail.ru, but totally the Headquarter in Mountain View didn’t approved the deal.
B L O G I T:
R E A D A L S O:
» Russian Dotcoms go in Germany
» Photos from the office of the leading Russian Internet-Portal Yandex
5 Responses
Max
25|Фев|2008I can’t understand why they didn’t buy gmail.ru - it is stupid!For such company like Google absolutely any price that even this Sema can ask for domain are not so high…
Erick
25|Фев|2008Strange - it’s interesting if Google really have too small share on Russian market - in Europe they “killed” a lot of local services without any problem and even didn’t noticed them..
Gmail et le marché russe
26|Фев|2008[…] Gmail et le marché russe 26 février 2008 par Logineo Découvrez Gmail, en version russe, et entièrement fait
Rupesh
04|Мар|2008Very creative.. I liked it…!!
Thanks for sharing with us..
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The blog of Pavel Sheynzon - independent online-marketing consultant and New media specialist. Worked in Berlin and Moscow, current time reseach social media and viral marketing.@ : Pavel.Sheynzon at Gmail dot Com.
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