Успех ‚ ‰ет‡лflх
ARLA Foods Artis. APETINA Campaign.
ARLA Foods Artis. APETINA Campaign
Description of project. Through The Line campaign to support launch of APETINA feta cheese on Russian market. Campaign consisted of the following building blocks:
MEDIA TV campaign to increase awareness/loyalty
Print campaign to increase awareness/loyalty
OOH to increase awareness/loyalty
Radio to increase awareness/loyalty
Internet to increase awareness/loyalty
BTL Sampling in key retail accounts to drive trial
Trade motivation program to drive trial
ARLA Foods Artis. APETINA Campaign
Campaign objectives. To introduce product to consumer To drive trial Strengthen favorable brand positioning To drive sales
ARLA Foods Artis. APETINA Campaign
Key project steps implemented.
1
Campaign planning Competitive overview Strategic planning Media planning
2
3 Creative concept development
Creative materials development
4
5
Production
Campaign execution
ARLA Foods Artis. APETINA Campaign
Target group description. Name Age
Ms. Apetina
Family Occupation
Married, 1 chld (max. 5 years old)
Favorite TV Programme
Cooking programs, Series (Russian– ”Humour”), Comedy Club – romantic orientated
Hobbies & leisure Activities
Fitness club (Aerobic, Swimming), walking (parks, playgrounds), shopping (for herslef + for her child)
Favourite Magazines
Fashion (Cosmopolitan), Gossip magazine (Okey), Cooking (School of Gastronome – new ideas for recipies)
35 years Manager (middle)
Favourite Food & Drink (brands) Vegetable, low fat products, natural (not mass produced), Juice (apple, orange) Perfect Friday Night
Guests (without children / not attending in the dinner) for dinner (home cooked meal) – easy make recipies
Perfect Sunday Morning
Small breakfast (with the family), walking (parks, playgrounds, cinema (family), Shopping center – skating ring etc)
ARLA Foods Artis. APETINA Campaign
Media campaign.
Cityformat
Billboard
ARLA Foods Artis. APETINA Campaign
Media campaign. Page
ARLA Foods Artis. APETINA Campaign
Media campaign. TV reel 30’
ARLA Foods Artis. APETINA Campaign
Promotion campaign. Materials. Promo-uniform Promo-stand Poster A3
ARLA Foods Artis. APETINA Campaign
Promotion campaign. Geography.
?MUZ` <Q`Q^_Na^S
9[_O[c
>[_`[b [Z 0[Z
:[b[_UNU^_W
ARLA Foods Artis. APETINA Campaign
Promotion campaign. Mechanics. Try Apetina cubes in “Greek”salad or originally Get Apetina booklet with information& receipts
Promoter 1 is at the store entrance: Announces the action Gives booklet
Promoter 2 at the promostand: Prepares “Greek” salad Tasting in salad& original Consulting on product
Promoter 3 at the main Apetina layout: Consulting on product Announces the action Drive purchases
ARLA Foods Artis. APETINA Campaign
Promotion campaign. Materials.
Shelf-stopper Shelf-talker Vobbler
ARLA Foods Artis. APETINA Campaign
Promotion campaign. Results. ATL. TV
OOH
the average weekly media weight by the TA was in Moscow – 351 TRP, in St-Petersburg – 327 TRP. The 70% level for Reach 1+ was achieved in the end of the first week. Reach 1+ for the whole campaign period in Moscow is 85%, In St-Petersburg – 88%. The reach level on the effective frequency 3+ in Moscow is 71.64%, in St. Petersburg is 62%.
campaign has served as an effective support of TV & BTL campaign (during the campaign 57% of population in Novosibirsk & 68% in N. Novgorod were reached)
All the planned effectiveness objectives were achieved. The campaign on TV was considered as a successful brand launch.
All the media buying obligations were fulfilled by the Agency.
ARLA Foods Artis. APETINA Campaign
Promotion campaign. Results. BTL. KPI
Coverage (stores) Coverage (promohours) # of contacts (purchase all SKU Apetina) # of contacts (total tasting) Average # of contacts (purchase per promohour) Average # of contacts (total tastings per promohour) Budget (staff&consumables) CPC (purchase) CPC (total tasting) Average number of purchases per promo-hour is around 5 times higher than the regular sales ratio Cost of effective contact was considered by client to be as highly effective
May 08 68 2340 23833 120363 26 146 48 970 euro’s 2,05 euro’s 0,41 euro’s
Mechanics proved to be highly effective fully meeting to objective of promo – to drive the product trial
ABSOLUT RUBY RED Campaign
ABSOLUT RUBY RED
Description of project. In-store and HoReCa non standard communication campaign to support launch of new flavour of ABSOLUT: ABSOLUT RUBY RED with grapefruit taste
BTL Non-standard merchandising equipment Bottle neck-hangers Special cocktail menu in HoReCa
ABSOLUT RUBY RED
Ruby Red Launch in Off-trade.
Mercandising stand with Aroma machine
Bottle Neck-hanger
ABSOLUT RUBY RED
Ruby Red Launch in Off-trade.
Coctail menu. Cover
Coctail menu. Inside
ABSOLUT DISCO Campaign
ABSOLUT DISCO
Description of project. In-store support of launch of limited edition of ABSOLUT bottle made in a form of DISCO bottle-ball
BTL Non-standard merchandising equipment Special cocktail fly-cards distributed in-store POSm communication in store
ABSOLUT DISCO
Campaign objectives. To introduce new product to consumer To drive trial To drive sales Strengthen the proposition “only ABSOLUT can do it”
ABSOLUT DISCO
ABSOLUT DISCO bottle.
ABSOLUT DISCO
ABSOLUT DISCO POSm. Floor Sticker
ABSOLUT DISCO
ABSOLUT DISCO POSm. Shelf-talker Shelf-stopper
ABSOLUT DISCO
Non-standart merchandising equipment. Merchandising stand
ABSOLUT DISCO
Non-standart merchandising equipment. Cocktail fly-cards
SAUZA Tequila Campaign
SAUZA Tequila
Description of project. In-store sampling and gift with purchase program aiming primarily at support of SAUZA GOLD sales in METRO CASH&CARRY key account stores
BTL Sampling and consultation near the shelf Gift with purchase behind the counter
SAUZA Tequila
Campaign objectives. To drive share in handler of SAUZA Gold To drive trial Make counter-steps against strengthening OLMECA GOLD to gain the share of market back Strengthen the image as “FRESH and UNEXPECTED” tequila
SAUZA Tequila
Promotion campaign. Mechanics. Try cocktail with SAUZA. Buy 2 bottles and get guaranteed prize Cash
Barman 1 is near shelves with product: Sampling of cocktails Consulting on cocktail recipe Gives information leaflet*
Promoter 2 is near shelves with product: Consulting on product Instructing on action terms Consulting on product
Promoter 3 is pay desk zone: Gives guaranteed prize Fill in consumerâ&#x20AC;&#x2122;s data in a base
SAUZA Tequila
Promotion campaign. Materials. Barman & promoterâ&#x20AC;&#x2122;s uniform
SAUZA Tequila
Promotion campaign. Materials. Promo-stand
SAUZA Tequila
Promotion campaign. Materials. Gifts with purchase
KVASSIONOK Campaign
KVASSIONOK
Description of project. Campaign to support kidâ&#x20AC;&#x2122;s kvas of OCHAKOVO. Multi-stage BTLS campaign consisted of tasting in-store, instant gift with purchase and creative contest
BTL Sampling and consultation in store Gift with purchase behind the counter Creative contest
KVASSIONOK
Campaign objectives. To drive trial Increase share per handler in food-stores category Strengthen the image as friendly and healthy product
KVASSIONOK
Promotion campaign. Mechanics. Try Kvassionok
participation fill-in card
POST THE BEST PHOTO
In-store: Buy any SKU of Kvassionok Get Set of Stickers Get participation fill-in card
Send your picture to p.o.b. “Kvassionok”
Best picture author
Get reply letter from Kvassionok Get Puzzle Get chance to win “Set of young artist”
Gets “Set of young artist”
KVASSIONOK
Promotion campaign. Materials.
Poster Dispenser Shelf-talker
KVASSIONOK
Promotion campaign. Materials.
Booklet Card
SWEDISH COUNCIL Campaign
SWEDISH COUNCIL
Description of project. Campaign initiated by Swedish Trade Council to support sales of Swedish goods in 7th Kontinent retail Key Accounts
BTL Sampling and consultation in store Gift with purchase behind the counter Final event
SWEDISH COUNCIL
Campaign objectives. To drive trial To drive sales of Swedish goods Create positive attitude towards products made in Sweden
SWEDISH COUNCIL
Promotion campaign. Mechanics. Try Swedish goods
WELCOME TO VINAL EVENT
500.00 N ATIO T I V IN
In-store: See communication in-store Try Swedish goods
Buy Swedish goods for amount of 500 rbls Get gift (CD or Cookery book) at cashier desk Get invitation to uy final event
Come to final event Win bigger prizes from sponsors
SWEDISH COUNCIL
Promotion campaign. Materials. Folder Invitation
SWEDISH COUNCIL
Promotion campaign. Materials. 3D sticker
SWEDISH COUNCIL
Promotion campaign. Materials. Promo-stand
SWEDISH COUNCIL
Promotion campaign. Materials.
Billboard
SWEDISH COUNCIL
Promotion campaign. Materials. Brochure
SWEDISH COUNCIL
Promotion campaign. Materials.
SWEDISH COUNCIL
Promotion campaign. Materials.
SWEDISH COUNCIL
Promotion campaign. Materials.
SWEDISH COUNCIL
Promotion campaign. Materials.
SWEDISH COUNCIL
Promotion campaign. Materials.
SWEDISH COUNCIL
Promotion campaign. Materials.
Skoda Superb launch in Russia Summer/Fall
2008
Skoda Superb launch in Russia
Agency task. To develop and execute the concept of the New Skoda Superb launch in Russia Presentation of the car in Skoda Dealerâ&#x20AC;&#x2122;s centers: to develop set of materials needed for car presentation plus to develop the concept of event for dealer centreâ&#x20AC;&#x2122;s clients Presentation of the car on Moscow International Motor Show 2008 VIP events for clients and press in Moscow and St.Pete
Skoda Superb in Dealerâ&#x20AC;&#x2122;s Centers
Skoda Superb in Dealer’s Centers
Teaser. It started 2 weeks prior to official premiere of Skoda Superb. The were special zones created in show rooms with square floor covering split into artificial asphalt and grass. This was to symbolize the duality of new Skoda Superb – parking place divided into 2 parts – grass and asphalt. Roll-up was announcing the upcoming premiere of new Skod Superb
Skoda Superb in Dealerâ&#x20AC;&#x2122;s Centers
Reveal.
At the day of national premiere of Skoda Superb the real car was placed onto that parking place and new roll-up was put in place describing the unique TWIN DOOR technology of back door opening in Skoda Superb.
Skoda Superb presentation on Moscow International Motor Show 2008 First time ever Class A car exhibition in Russia
Skoda Superb. Presentation on Moscow International Motor Show 2008
General booth view. Moscow International Motor Show has got call A qualification in 2008. On Skoda booth: National premiere of new Skoda Superb. World premiere of new Skoda Superb 3.6 4x4 Logistics on booth: Car presentation Catering on booth Hostesses Floristic decoration Logistics of materials Work with dealers
Skoda Superb. Presentation on Moscow International Motor Show 2008
Twins-presenters. Brothers-twins were the presenters of Skoda Superb, communicating the duality of this car â&#x20AC;&#x201C; business sedan and family hatchback
Skoda Superb. Presentation on Moscow International Motor Show 2008
Musicians. Classic quartet was playing the set of classic melodies on the booth (musicians are the winners of international awards)
Skoda Superb Launch Event
Skoda Superb. Presentation on Moscow International Motor Show 2008
Manezh. General view of zones. Moscow: Manezh exhibition hall St.Pete: K-2 residence Event took place in the space of 2000 square meters. The space and the event itself were split into 2 parts: Business presentation of the car BBQ in “green” area Thus guests could truly feel the twin essence of new Skoda Superb – its business and family car sides
Skoda Superb. Presentation on Moscow International Motor Show 2008
Manezh. Business area. Car was covered from guestsâ&#x20AC;&#x2122; eyes under non-transparent cube. In the key moment of presentation cube was lifted so guests could see the new Skoda Superb
Skoda Superb. Presentation on Moscow International Motor Show 2008
Manezh. BBQ area. The true nature feeling was created in BBQ area by means of life trees and natural grass. Snack table was served right on the grass
Skoda Superb. Presentation on Moscow International Motor Show 2008
Manezh. BBQ area. Guests were invited to live concert of American band Montana Skies. They play on electronic and acoustic instruments thus also communicating duality of new Skoda Superb
Skoda Superb. Presentation on Moscow International Motor Show 2008
Promotion campaign. Materials.
Invitation
Dealerâ&#x20AC;&#x2122;s conference
Dealerâ&#x20AC;&#x2122;s conference
Dealerâ&#x20AC;&#x2122;s. Holiday Inn. Moscow. Organization of half-year conference for Skoda dealers dedicated to evaluation of results of 6 months and presentation of new Head of Skoda Russia.
Dealer’s conference
Dealer’s conference. Kaluga (VW Assembly Plant). Second day of Conference – visit to Skoda plant in Kaluga. Organization of snack-table, design and production and branding materials and gifts for dealers. Logistics and coordination of conference.
Our Team
Ira Dari General Manager
Experience 2004-2007 BBDO Moscow 2004-2006 MARS Account Manager, Account Supervisor Celebrations, Gourmania, Sheba, Cesar, Whiskas 2006-2007 PEPSI Co TV Producer
Vladimir Avdeyev Client Service Director
Experience 2000-2004 MAXXIUM Worldwide ABSOLUT VODKA Senior Brand Manager 2004-2008 G2 Agency BAT HoReCa Account Director New Business Account DIrector
Key projects Re-launch of ABSOLUT on Russian market in 2001 Launch of ABSOLUT MANDRIN, ABSOLUT VANILIA Development of Global model for HoReCa Department set up within the Agency HoReCa projects management for brands: Vogue, Kent, Dunhill, Pall Mall Clients: Hochland, AUDI, Alfa Bank, MTC, Gillette, MacCoffee
Dmitry Makarov Creative Director
Experience 2001-2004 Creator in Anna Dmitrieva Events (S-Petersburg) 2005-2008 G2 Agency (copywriter for DUNHILL, then â&#x20AC;&#x201C; head of copy for KENT)
Key projects Launches of new products: Vogue Arome (3 versions), Vogue Blanche&Noire, DUNHILL Fine Cut HoReCa Platforms for Vogue and KENT Creation of global platform DUNHILL Dimensions Also was one of scenario writers for New AUDI A4 Launch Event in 2008 Was an author of Restaurant Moscow (Zelenograd) concept
Koshkin Alexander Art Director
Experience 2005-2007 Art director to IKON Design Studio (BBDO/OMNICOM) 2007-2008 Art director to BBDO White (BBDO/OMNICOM)
Key projects Design direction for Beeline: management of current design working issues including retouching images and post-production works for press materials, POSM, OOH. preparing & supervising photoshooting sessions presentation to client logos and guidelines for Beeline needs development Freelance works
www.alexkoshkin.ru
Valeria Zarudneva Account Director
Experience 2001-2004 Samsung Electronics Company Event and Communications Manager 2004-2008 G2 Agency Senior Account Manager
Key projects Re-launch of Vogue on Russian Market in 2004 Launches of new products: Vogue Arome (1,2, 3 versions) Realization of huge Vogue sponsorships like Russian Fashion Week and Russian Fashion Awards, FotoBiennale, Kinotavr, LILU, May Fashion, etc. TTL (ATL+BTL) platforms development and realization Large-scale promotions of Vogue brand in HORECA channel Vogue brand owned and sponsorship events implementation in HORECA premium-class outlets
Valeria Veretennikova Senior Account Manager
Experience 2005-2007 EURO RSCG Moradpour Account Manager Clients: Kronenbourg 1664, Jack Daniels, DanoneBolshevik, LG, Vichy, La Roche-Posay, Peugeot 2007-2008 G2 Agency Account Manager Clients: Procter and Gamble, Gillette, SunInBev
Welcome!