М.Видео: "Школа выгоды" - образовательный чат-бот о выгодных покупках

Objective

M.Video launched a Back to School promotional campaign to drive tech sales during the seasonal peak when parents purchase devices for students. The challenge was to stand out from competitors offering identical 50% discounts and 0% installment plans (0-0-24 schemes), which created noise and decision paralysis. The campaign aimed to create emotional engagement and meaningful interaction with youth and parents, transforming generic discount messaging into an educational experience.

Solution

The brand created an interactive educational chatbot styled as a five-subject school curriculum, featuring historical character 'neuro-ambassadors' (such as Pythagoras) as narrators. Each subject—mathematics, home economics, break time, computer science, and safety—included short video lessons followed by five-question tests. Users earned time-limited promotional codes upon completing lessons, which fed into personalized product recommendations. The platform tracked individual progress through an achievement diary, sent notifications about incomplete tests and expiring offers, and connected learning outcomes directly to real purchasing scenarios with discounts up to 50% and installment options.

Results

Not published.