| Title | NASHESTVIE 2013 |
| Brand | SUN INBEV |
| Product/Service | KLINSKOE BEER |
| Category |
A08. SPONSORSHIP |
|
Entrant Company
|
ADWATCH/ISOBAR Moscow, RUSSIA
|
|
Advertising Agency
|
ADWATCH/ISOBAR Moscow, RUSSIA
|
Credits
| Irina Dorokhina |
Adwatch Isobar |
Special Project Director |
| Marina Eruslanova |
Adwatch Isobar |
Account Group Head |
| Vladimir Korovin |
Adwatch Isobar |
Digital/Crm Strategy Director |
The Campaign
Marketing campaign objectives:
To strengthen brand image, strengthen consumer loyalty (men 26-35 (CORE TA)), support in the widest possible coverage - communication platform "Music in the style of K / Three days of style K"!
The Brief
For the first time, the biggest Russian Rock Festival “Nashestvie”, together with the brand "Klinskoye" - have a unique opportunity to Internet users and owners of mobile devices to look online broadcast in an entirely new format 360 camera degrees, and revealed all its secrets.
Results
Results:
3 days of the festival: 1556334 views a broadcast!
The total coverage - 26 million users
35% of the audience of the project - were men 26-35 (CORE TA)
The average time - 23 minutes and 54 seconds! The average depth of view: 3.5 pages!
83 performing groups publish information about a broadcast on their sites and fun groups!
Brand marketing results:
Market share in this period increased to 6%, which allowed Klinskoe become the absolute leader category in the Central Region!
Health indicators brand grew by a few points, as compared to the same period in 2012
Execution
The campaign ran according to the original plan. The organizers came in direct communication with Internet users, answering all of the most burning questions about "Nashestvie 2013". Internet users (CORE men 26-35) have appreciated, not only a "new form of communication," but in general, a unique content, presented on a special project. After all, for the first time they themselves could become real directors of a broadcast, choosing not only the stage, but the camera (360 degrees or regular). Rock star personally invited them to watch online broadcast.
The Situation
Bad brand image of Klinskoe beer in Russia (beer for poor people/not good beer), lower indicators of brand health, a small market share.
THE MAIN THING: DARK MARKET for beer (zero opportunities on the Internet for a beer in Russian Federation)!!!
The Strategy
The full strategy was based on the statement that «Nashestvie 2013» is the most affinity project for cooperation, because the target audience of the event is the same on 100% as the target audience of the product Klinskoe. Nashestvie is the largest festival in Russia since 1999 and no one earlier has done that with the direct translation.