| Title | THE TASTE OF MOSCOW |
| Brand | PAULIG |
| Product/Service | COFFEE |
| Category |
G01. Local Brand |
|
Entrant
|
MARVELOUS Moscow, RUSSIA
|
|
Idea Creation
|
MARVELOUS Moscow, RUSSIA
|
|
Production
|
MARVELOUS Moscow, RUSSIA
|
Credits
| Artem Sinyavskiy |
Marvelous LLC |
CCO |
| Rama Shayakhmetova |
Marvelous LLC |
Agency Producer |
Why is this work relevant for Brand Experience & Activation?
The core of the campaign is the website where all the videos are placed, we gave people a unique experience to look through all the sreets of Moscow and learn interesting facts about their city there also were a couple of activations connected with the videos such as some of the videos had red stars shown by the actors in it, people who first found this videos received prises
Background
It was the launch of the new blend of coffee created specially for people who live in Moscow "City Moscow"
Digital campaign for the new blend focused only on Moscow city dwellers
Objectives Get Max awareness among people who live in Moscow and drink coffee the new blend should be not less then 15% among the Paulig City Line
Describe the creative idea (20% of vote)
to reach maximum awareness among people who live in Moscow we created a content project that every one was interested to watch.
Describe the strategy (20% of vote)
15 mln people live in Moscow they are all different but we found one thing that unites them all they all have an address ( at least those who can afford buying a coffee ) so we created a video about each Moscow street ( 3402 videos ) so everybody was interested to check his street and couple more.
Describe the execution (30% of vote)
The biggest ad campaign in the World
56 shooting days 3402 videos about each street and side way of Moscow with unique scenario about it 10 video crews
More then 4000 actors took part more then 7000 were casted
List the results (30% of vote)
Paulig city moscow took 35 percent of the city line rigth in the first 3 month after launch
Please tell us about the brand in relation to the locality or market where the product / service is distributed
The product was created for one city and that is why the whole campaign was also tailored for our capital. Even the name of the product is Paulig City Moscow