Category: Publications & Media
Advertiser: INDEPENDENT MEDIA
Product/Service: VEDOMOSTI
Agency: IQ MARKETING
Chief Executive Officer: Natalia Stepanuk (IQ Marketing)
Creative Director: Konstantin Tokarev (IQ Marketing)
Art Director: Fernando Fernandes (IQ Marketing)
Project Manager: Elena Subbotina (IQ Marketing)
Media placement: Outdoor - Banners, Lightboxes - 1 February 2012
Media placement: Press - Esquire, Expert - 1 February 2012
Media placement: Direct Marketing - T-Shirts For Opinion Leadres - 6 February 2012
Media placement: In-Store - News Stalls - 1 February 2012
Media placement: Radio - Business FM, Kommersant - 3 February 2012
Media placement: Promo - Leaflets In Business Centres - 6 February 2012
Insights, Strategy & the Idea
Product: Vedomosti is the leading business newspaper in Russia. Published in association with the Financial Times, UK and The Wall Street Journal, US.
Problem: In 2011 the Vedomosti hard copy audience dropped badly and reached an all-time low.
Context: Russia holds the 159th place in the world for political rights and freedom and 142nd place in press freedom. But in 2011 there was the outburst of the largest protests in a decade.
Idea: To publish and spread “Our best article”.
Copyright: Our Best Article. Article 29 of the Russian Constitution. Freedom of press shall be guaranteed. Censorship shall be banned.
Creative Execution
Media: We published “our best article” in the press, outdoor and indoor (offices).
Promo: We distributed the Vedomosti special edition among the target audience in the offices.
Direct-mail: We sent special T-shirts to the famous journalists and civil activists.
Radio: We ask cult journalists and oppositionists to read “our best article”.
Results and Effectiveness
Response: Famous journalists and civil activists wore the special t-shirts on the most notorious court hearings, posted their photos in T-shirts to Facebook and Twitter and read “our best article” on the radio.
Result: Only in one month, Vedomosti daily audience increased by 36%.