Effie Awards 2011 | ||
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The Winners | IT/Telco | Bronze |
SUMMARY:
Mobile phone sales in Russia and Ukraine declined sharply in 2009 due to the economic crisis. The advertising campaign “Kseniya Sobchak. Crash” exceeded business goals for both Samsung and Evroset brands thanks to provocative communication strategy and an integrated approach to media channel selection. The campaign integration was provided by the creative idea – the car accident of rowdy Russian celebrity Kseniya Sobchak in the Evroset store. Sobchak’s car crash...