Online cinema Okko, leader of the Russian market of paid online rental, announces a massive update that will affect the product (website and apps for mobile devices and SMART TV), brand and communication strategy.

During 2018 update will provide the introduction of new functions and technologies within the service. User interface will be updated, personalization technology will be added: the system will be able to assess the history content for each user and to form recommendations on its basis. Online cinema will be closer to the user, search engine; cataloging and functionality of subscription products will be changed. Headquarter of the company together with a team of British experts are working on modernization of Okko; the result of the first changes is a new visual language of the brand Okko.

The name and DNA of the brand will be the same: the basis is the high quality of service, the relevance of the catalogue and constant innovation. This Okko is already known by the audience: service was the first on the Russian market to introduce “cinema” technology in the home viewing. The goal of the upcoming changes is to form a powerful personal ecosystem for daily watching of movies.

External changes will affect the color, it will be new, blueberry-purple color, and visually Okko will become more dynamic due to the 3D volumes and additional graphic elements. At the beginning of December viewers will be able to see the re-design in communications of the brand and in the intro before movies at the applications of the service on Smart TV, mobile devices and website.

Updated online cinema will be closer to the viewer, it will consider his wishes, and will reveal the capabilities of the catalogue more fully. The need for innovation at the product level is due to the evolution of the user experience. Okko`s own research and the results of the analysis of the behavior of users of different platforms of access to online cinema`s content, allow us to conclude that the service is becoming the first choice of spending time at home. From the occasional search for specific film, the user is gradually coming to regular use of the service; it becomes a habit of daily watching movies at home. The easy choice in presented catalogue, support in navigating among the thousands of pieces of content are becoming priority for development of online cinema.

Advanced catalog of new products, technological excellence of the product, responsive support and constant innovation of Okko have formed a community of loyal viewers. Today more than 1.5 million Russians use our service every month. For 6 years we have constantly changed and adapted to the desires of our viewers. We were the first to introduce the technology, which ensure the highest image quality, three-dimensional sound and fast start playback. In 2018 we will be changed once again, now on a global level. To emphasize the importance of the changes, we decided to refresh the visual image of Okko. New style added depth and emotion to the brand. I hope this will further strengthen our bond with fans of movies,” says Ivan Grodetskiy, the General Director of Okko.

Developed by Graphit Agency (Leo Burnett Group Russia) communication platform of the brand also formed the basis of the visual identity, defining the brand character:
1. Full immersion in theatrical viewing;
2. Ease of use;
3. Premium opportunities.

The purple color symbolizes the depth and immersion – underlying images of image strategy of Okko.

We wanted to keep the logo, but to rethink it from the point of view of full immersion in the content and emotions that the viewer wants to get. Technological capabilities of Okko – Ultra HD, HDR, Dolby Atmos allows him to fully immerse in the viewing, the absence of advertising allows not to get out of this dip all 1.5-2 hours, while the film lasts ,” – says Igor Sokolov, technical Director of Okko.

The program of renewing of the service is designed for 6-8 months and will be completed in mid-2018