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Успех ‚ ‰ет‡лflх
ARLA Foods Artis. APETINA Campaign.
Description of project.
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
ARLA Foods Artis. APETINA Campaign
BTLSampling in key retail accountsto drive trialTrade motivation programto drive trial
Through The Line campaign to support launch of APETINAfeta cheese on Russian market. Campaign consisted of thefollowing building blocks:
Campaign objectives.
To introduce productto consumer
To drive trial
Strengthen favorable brandpositioning
To drive sales
ARLA Foods Artis. APETINA Campaign
Key project steps implemented.
Campaign planningCompetitive overviewStrategic planningMedia planning
ARLA Foods Artis. APETINA Campaign
1Creative conceptdevelopment2
Creativematerials development3
Production45 Campaign
execution
Target group description.
ARLA Foods Artis. APETINA Campaign
Ms. Apetina35 yearsMarried, 1 chld (max. 5 years old)Manager (middle)Cooking programs, Series (Russian– ”Humour”), Comedy Club – romantic orientated
Fitness club (Aerobic, Swimming), walking (parks, playgrounds), shopping (for herslef + for her child)
Fashion (Cosmopolitan), Gossip magazine (Okey), Cooking (School of Gastronome – new ideas for recipies)
Vegetable, low fat products, natural (not mass produced), Juice (apple, orange)
Guests (without children / not attending in the dinner) for dinner (home cooked meal) – easy make recipies
Small breakfast (with the family), walking (parks, playgrounds, cinema (family), Shopping center – skating ring etc)
NameAge
FamilyOccupation
Favorite TV Programme
Hobbies & leisure Activities
Favourite Magazines
Favourite Food & Drink (brands)
Perfect Friday Night
Perfect Sunday Morning
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
Media campaign.
ARLA Foods Artis. APETINA Campaign
Promotion campaign
Promo-uniformPromo-standPoster A3
Promotion campaign. Materials.
ARLA Foods Artis. APETINA Campaign
Promotion campaign. Geography.
ARLA Foods Artis. APETINA Campaign
Try Apetina cubes in “Greek”salad or originallyGet Apetina booklet with information& receipts
Promoter 1 is at the store entrance:
Announces the actionGives booklet
Promoter 2 at the promostand:
Prepares “Greek” saladTasting in salad& original
Consulting on product
Promoter 3 at the main Apetina layout:Consulting on productAnnounces the actionDrive purchases
Promotion campaign. Mechanics.
ARLA Foods Artis. APETINA Campaign
Promotion campaign
Shelf-stopperShelf-talkerVobbler
Promotion campaign. Materials.
ARLA Foods Artis. APETINA Campaign
Promotion campaign. Results. ATL.
OOHcampaign has served as an effectivesupport of TV & BTL campaign (duringthe campaign 57% of population inNovosibirsk & 68% in N. Novgorod werereached)
All the media buying obligations werefulfilled by the Agency.
TVthe average weekly media weight bythe TA was in Moscow – 351 TRP, in St-Petersburg – 327 TRP. The 70%level for Reach 1+ was achieved inthe end of the first week. Reach 1+for the whole campaign period inMoscow is 85%, In St-Petersburg –88%.The reach level on the effectivefrequency 3+ in Moscow is 71.64%, in St. Petersburg is 62%.
All the planned effectivenessobjectives were achieved. Thecampaign on TV was considered asa successful brand launch.
ARLA Foods Artis. APETINA Campaign
Promotion campaign. Results. BTL.KPICoverage (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 perpromo-hour is around 5 times higherthan the regular sales ratio
Cost of effective contact wasconsidered by client to be as highlyeffective
May 08682340238331203632614648 970 euro’s2,05 euro’s0,41 euro’s
Mechanics proved to be highlyeffective fully meeting toobjective of promo – to drive the product trial
ABSOLUT RUBY RED Campaign
Description of project.In-store and HoReCa nonstandard communicationcampaign to support launch ofnew flavour of ABSOLUT:ABSOLUT RUBY RED with grapefruit taste
ABSOLUT RUBY RED
BTLNon-standard merchandisingequipmentBottle neck-hangersSpecial cocktail menuin HoReCa
Ruby Red Launch in Off-trade.
ABSOLUT RUBY RED
Mercandising stand with Aroma machine
Bottle Neck-hanger
Ruby Red Launch in Off-trade.
ABSOLUT RUBY RED
Coctail menu. InsideCoctail menu. Cover
ABSOLUT DISCO Campaign
Description of project.
In-store support of launch oflimited edition of ABSOLUTbottle made in a form of DISCObottle-ball
BTLNon-standard merchandisingequipmentSpecial cocktail fly-cardsdistributed in-storePOSm communication in store
ABSOLUT DISCO
Campaign objectives.
To introduce new product to consumerTo drive trialTo drive salesStrengthen the proposition“only ABSOLUT can do it”
ABSOLUT DISCO
ABSOLUT DISCO bottle.
ABSOLUT DISCO
ABSOLUT DISCO POSm.
ABSOLUT DISCO
Floor Sticker
ABSOLUT DISCO POSm.
ABSOLUT DISCO
Shelf-talkerShelf-stopper
Non-standart merchandising equipment.
ABSOLUT DISCO
Merchandising stand
Non-standart merchandising equipment.
ABSOLUT DISCO
Cocktail fly-cards
SAUZA Tequila Campaign
Description of project.
In-store sampling and gift withpurchase program aimingprimarily at support of SAUZAGOLD sales in METROCASH&CARRY key accountstores
BTLSampling and consultationnear the shelfGift with purchase behind thecounter
SAUZA Tequila
To drive share in handlerof SAUZA GoldTo drive trialMake counter-steps againststrengthening OLMECA GOLDto gain the share of market backStrengthen the image as “FRESHand UNEXPECTED” tequila
SAUZA Tequila
Campaign objectives.
SAUZA Tequila
Promotion campaign. Mechanics.
Barman 1is near shelves with product:
Sampling of cocktails Consulting on cocktail recipe
Gives information leaflet*
Promoter 2is near shelves with product:
Consulting on productInstructing on action terms
Consulting on product
Promoter 3is pay desk zone:Gives guaranteed prizeFill in consumer’s data in a base
Try cocktail with SAUZA.Buy 2 bottles and get guaranteed prize
Cash
SAUZA Tequila
Promotion campaign. Materials.
Barman & promoter’suniform
SAUZA Tequila
Promo-stand
Promotion campaign. Materials.
SAUZA Tequila
Gifts with purchase
Promotion campaign. Materials.
KVASSIONOK Campaign
Description of project.
Campaign to support kid’s kvasof OCHAKOVO. Multi-stageBTLS campaign consisted oftasting in-store, instant gift withpurchase and creative contest
BTLSampling and consultationin storeGift with purchase behindthe counterCreative contest
KVASSIONOK
To drive trialIncrease share per handlerin food-stores categoryStrengthen the imageas friendly and healthy product
KVASSIONOK
Campaign objectives.
Promotion campaign. Mechanics.
In-store:Buy any SKU of Kvassionok
Get Set of Stickers Get participation fill-in card
Send your picture to p.o.b. “Kvassionok”Get reply letter from Kvassionok
Get PuzzleGet chance to win “Set of young artist”
Best picture authorGets “Set of young artist”
Try Kvassionok
KVASSIONOK
participationfill-in card POST
THE BEST PHOTO
Promotion campaign. Materials.
KVASSIONOK
PosterDispenserShelf-talker
KVASSIONOK
Promotion campaign. Materials.
BookletCard
SWEDISH COUNCIL Campaign
Description of project.Campaign initiated by SwedishTrade Council to support salesof Swedish goods in 7th
Kontinent retail Key Accounts
SWEDISH COUNCIL
BTLSampling and consultationin storeGift with purchase behindthe counterFinal event
To drive trialTo drive sales of Swedish goodsCreate positive attitude towardsproducts made in Sweden
SWEDISH COUNCIL
Campaign objectives.
Promotion campaign. Mechanics.
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 eventWin bigger prizes from sponsors
Try Swedish goods
SWEDISH COUNCIL
500.00
INVITATION
WELCOME TO VINAL EVENT
SWEDISH COUNCIL
Promotion campaign. Materials.
FolderInvitation
SWEDISH COUNCIL
Promotion campaign. Materials.
3D sticker
SWEDISH COUNCIL
Promotion campaign. Materials.
Promo-stand
Billboard
SWEDISH COUNCIL
Promotion campaign. Materials.
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.
Summer/Fall 2008
Skoda Superb launch in Russia
To develop and execute the concept of the New Skoda Superb launch in Russia
Presentation of the car in SkodaDealer’s centers: to develop set ofmaterials needed for carpresentation plus to develop theconcept of event for dealercentre’s clients
Presentation of the car on MoscowInternational Motor Show 2008
VIP events for clients and press inMoscow and St.Pete
Agency task.
Skoda Superb launch in Russia
Skoda Superbin Dealer’s Centers
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
Teaser.
Skoda Superb in Dealer’s Centers
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.
Reveal.
Skoda Superb in Dealer’s Centers
Skoda Superb presentation on Moscow International Motor Show 2008
First time ever Class A car exhibition in Russia
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
General booth view.
Skoda Superb. Presentation on Moscow International Motor Show 2008
Brothers-twins were the presenters of Skoda Superb, communicating the duality of this car – business sedan and family hatchback
Twins-presenters.
Skoda Superb. Presentation on Moscow International Motor Show 2008
Classic quartet was playing the set of classic melodies on the booth (musicians are the winners of international awards)
Musicians.
Skoda Superb. Presentation on Moscow International Motor Show 2008
Skoda Superb Launch Event
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” areaThus guests could truly feel the twin essence of new Skoda Superb – its business and family car sides
Manezh. General view of zones.
Skoda Superb. Presentation on Moscow International Motor Show 2008
Car was covered from guests’ eyes under non-transparent cube. In the key moment of presentation cube was lifted so guests could see the new Skoda Superb
Manezh. Business area.
Skoda Superb. Presentation on Moscow International Motor Show 2008
The true nature feeling was created in BBQ area by means of life trees and natural grass.Snack table was servedright on the grass
Manezh. BBQ area.
Skoda Superb. Presentation on Moscow International Motor Show 2008
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
Manezh. BBQ area.
Skoda Superb. Presentation on Moscow International Motor Show 2008
Promotion campaign. Materials.
Invitation
Skoda Superb. Presentation on Moscow International Motor Show 2008
Dealer’s conference
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. Holiday Inn. Moscow.
Dealer’s conference
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.
Dealer’s conference. Kaluga (VW Assembly Plant).
Dealer’s conference
Our Team
Experience2004-2007 BBDO Moscow
2004-2006 MARS Account Manager, Account SupervisorCelebrations, Gourmania, Sheba, Cesar, Whiskas
2006-2007 PEPSI Co TV Producer
Ira DariGeneral Manager
Experience2000-2004 MAXXIUM WorldwideABSOLUT VODKA Senior Brand Manager
2004-2008 G2 AgencyBAT HoReCa Account DirectorNew Business Account DIrector
Key projectsRe-launch of ABSOLUT on Russian market in 2001Launch of ABSOLUT MANDRIN, ABSOLUT VANILIA
Development of Global model for HoReCaDepartment set up within the Agency
HoReCa projects management for brands: Vogue, Kent, Dunhill, Pall Mall
Clients: Hochland, AUDI, Alfa Bank, MTC, Gillette, MacCoffee
Vladimir AvdeyevClient Service Director
Experience2001-2004 Creator in Anna Dmitrieva Events (S-Petersburg)
2005-2008 G2 Agency (copywriter for DUNHILL, then – head of copy for KENT)
Key projectsLaunches of new products: Vogue Arome (3 versions),Vogue Blanche&Noire, DUNHILL Fine CutHoReCa Platforms for Vogue and KENTCreation of global platform DUNHILL Dimensions
Also was one of scenario writers for New AUDI A4Launch Event in 2008
Was an author of Restaurant Moscow (Zelenograd)concept
Dmitry MakarovCreative Director
Experience2005-2007 Art director to IKON Design Studio (BBDO/OMNICOM)
2007-2008Art director to BBDO White (BBDO/OMNICOM)
Key projectsDesign direction for Beeline:
management of current design working issuesincluding retouching images and post-productionworks for press materials, POSM, OOH.
preparing & supervising photoshooting sessions
presentation to client
logos and guidelines for Beeline needs development
Freelance works
www.alexkoshkin.ru
Koshkin AlexanderArt Director
Experience2001-2004 Samsung Electronics CompanyEvent and Communications Manager
2004-2008 G2 Agency Senior Account Manager
Key projectsRe-launch of Vogue on Russian Market in 2004Launches of new products: Vogue Arome (1,2, 3versions)Realization of huge Vogue sponsorships like RussianFashion 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 HORECAchannel Vogue brand owned and sponsorship eventsimplementation in HORECA premium-class outlets
Valeria ZarudnevaAccount Director
Experience2005-2007EURO RSCG MoradpourAccount Manager
Clients: Kronenbourg 1664, Jack Daniels, Danone-Bolshevik, LG, Vichy, La Roche-Posay, Peugeot
2007-2008 G2 Agency Account Manager
Clients: Procter and Gamble, Gillette, SunInBev
Valeria Veretennikova Senior Account Manager
Welcome!