F2F_Credentials.pdf

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


Key project steps implemented.

Campaign planningCompetitive overviewStrategic planningMedia planning


1Creative conceptdevelopment2

Creativematerials development3

Production45 Campaign

execution

Target group description.


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


Media campaign.

Page


Media campaign.

TV reel 30’


Media campaign.


Promotion campaign

Promo-uniformPromo-standPoster A3

Promotion campaign. Materials.


Promotion campaign. Geography.


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.


Promotion campaign

Shelf-stopperShelf-talkerVobbler



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.


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


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


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


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


SAUZA Tequila


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


Barman & promoter’suniform

SAUZA Tequila

Promo-stand


SAUZA Tequila

Gifts with purchase


KVASSIONOK Campaign


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



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


KVASSIONOK

PosterDispenserShelf-talker

KVASSIONOK


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



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


FolderInvitation

SWEDISH COUNCIL


3D sticker

SWEDISH COUNCIL


Promo-stand

Billboard

SWEDISH COUNCIL


SWEDISH COUNCIL

Promotion campaign. Materials.Brochure

SWEDISH COUNCIL


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.


Classic quartet was playing the set of classic melodies on the booth (musicians are the winners of international awards)

Musicians.


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.


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.


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.


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.



Invitation


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.


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).


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!

F2F_Credentials.pdf

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