Title	STEPAN RAZIN. LET’S BEER MORE LOCAL
Brand	HEINEKEN RUSSIA
Product/Service	STEPAN RAZIN
Category	G01. Local Brand
Entrant	GREAT ADVERTISING GROUP St. Petersburg, RUSSIA
Idea Creation	GREAT ADVERTISING GROUP St. Petersburg, RUSSIA
Production	GREAT ADVERTISING GROUP St. Petersburg, RUSSIA

Name	Company	Position
Valentin Kondrashkin	Heineken Russia	Senior Brand Manager Regional Brands
Dmitri Makarov	GREAT	Creative Director
Dmitri Assinovsky	GREAT	Art Director
Dmitri Panaiotti	GREAT	Copywriter
Viktor Donyukov	GREAT	Account Director
Maria Keselman	GREAT	Senior Account manager
Karina Vorobuova	GREAT	Account Manager

Why is this work relevant for Brand Experience & Activation?

Stepan Razin – local beer brand at Saint-Petersburg with non-local name. Stepan Razin – folk hero who never was in St.Pete. In this campain we create idea, how to find his own voice to prove his local origin.

background

Stepan Razin - Oldest beer brand in Russia (since 1795) - Brand #9 on St. Pete by VoS 2.4% - Equity #13 in St. Pete ranking Brief Focus on St. Pete leavers, but not on postcard city outlook. But considering, that Russia is a dark market for beer with no opportunity to use TV, internet and outdoor advertising. Objectives Rejuvenate the audience Increase sales

Describe the creative idea (20% of vote)

LET’S BEER MORE LOCAL! Idea: To talk with the city, we must talk with districts, to talk with districts we must speak their language!

Describe the strategy (20% of vote)

Target audience Men aged 25 to 45, St. Petersburg residents Fiercely love their city and feel pride in their association with it. St. Petersburg is not only a ceremonial center. These are different areas and yards of the city. Each district of the city has its own face, and its own people, which make up the real St. Petersburg. Residents are proud of their area and believe that it is he - the main one in the city. WHAT DISTRICT ARE YOU FROM? This is a meme of tough guys from the outskirts. This phrase is acknowledged by every person in Russia. This is ours «Who the hell are you?». This is our identity.

Describe the execution (30% of vote)

One communication - three channels: «What district are you from?» - for the first time thundered at FC ZENIT stadium. We replaced the traditional roll-call of sectors with districts’ roll-call and fans called district names with pride! To show them respect – we raised the specially created districts’ flags! «What district are you from?» - even foreign FC ZENIT players learned this phrase. Fans gave them a lesson of district’ slang during online show at local stores. «What district are you from?» - stongly asked posters at stores. Take beer and show your pride for your district!

List the results (30% of vote)

Results Cans go viral – ordinary residents of the districts saw that a large brand started to speak with them the same language. STEPAN RAZIN got more place at stores and sales growth +24% – first time for many years!

Please tell us about the brand in relation to the locality or market where the product / service is distributed

Stepan Razin Born in St. Petersburg brewery (first industrial brewery in Russia) Since 2017 the official partner of the Zenith football club (one and local football team in the city) The product is presented in all retail in St. Petersburg