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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.

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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!

F2F_Credentials.pdf  

F2F_Credentials.pdf

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