- Air Period
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February - March, 2005
- Client
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Kraft Foods Russia
- Campaign Goals
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Launch of a new chocolate brand Chudny Vecher.
- Target Audience
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Consumers and potential consumers with a medium income level in the age range of 28 to 55 years old.
- Proposed Solution
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The starting point of the creative concept is a collective image of representatives of the target group - women with the middle income level in the age of slightly over 30. The basic circumstance of product consumption is dialogue. Representatives of the target group are shown at the moment of a pleasant meeting, maybe before visiting a theatre (note theatrical curtains on the background), while discussing news or gossiping. Visualization is based on details: clothes, elements of the interior and types of models as well - that all brings a possibility to create an image of a pleasant evening, a pleasant meeting.
The campaign was aired on OOH and in press.
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