| MIAF Awards 2012 | ||
|---|---|---|
| Promo campaigns | best integrated campaing ( should include no less than 3 different communication channels: For example, in store, promo, The Internet.) | Third place |
Category: Entertainment & Leisure
Advertiser: REPUBLIC
Product/Service: NIGHT CLUB
Agency: RED PEPPER
Creative Director: Danil Golovanov (Red Pepper)
Art Director: Irina Korotich (Red Pepper)
Copywriter: Ivan Sosnin (Red Pepper)
Copywriter: Katya Bamby (Red Pepper)
Producer: Evgeny Kharchenko (Red Pepper)
Creative Director: Nikita Kharisov (Red Pepper)
Media placement: Magazines- 4 Spots - Sobaka, Stolnick, Happy, Fashion Week - 1 August 2011
Media placement: Internet - Bigcitybuzz.ru, Geometria.ru, Weburg.ru - 1 August 2011
Media placement: TV Show - FOOD TV - 1 July 2011
Media placement: Social Networks - Facebook, Twitter, Vkontakte - 1 June 2011
Media placement: Outdoor - Cityscreens - 1 August 2011
Media placement: BTL - Trade Centers, Night Clubs - 1 June 2011
Describe the objective of the promotion.
New club opening.
The goal is to launch it an unusual way and make it the most popular club in Ekaterinburg.
Target Audience: clubbers.
We decided to create odd heroes: Discoboy & Turkeygirl and make them popular.
They had social network accounts, a personal online talk-show, they hung out in other clubs and became a part of city legend.
After that we used some creative media execution in magazines and social networks.
Describe how the promotion developed from concept to implementation.
We decided to create odd heroes, Discoboy & Turkeygirl, and make them popular.
They had social network accounts, personal online talk-show, they hung out in other clubs and became a part of city legend.
After that we used some creative media execution in magazines and social networks.
Explain why the method of promotion was most relevant to the product or service.
Society column reports are concentrating the target audience of a new nightclub. Every time party people attentively look through all the photos hoping to find themselves.
To promote a new nightclub we changed the faces of well-known party people and trend-setters into the heads of the main heroes of our advertising campaign - Turkeygirl & Discoboy. With this we finally provided the required WOM-effect and 100% reached the target audience.
Describe the success of the promotion with both client and consumer including some quantifiable results.
REPUBLIC club has become the most popular and prestigious club of Ekaterinburg.
We earned €55,000 of free media.
Turkeygirl & Discoboy became the heroes of the club industry and turned into real urban myths.