- Air Period
-
February-March, 2004
- Client
-
MIR electronics retailer chain.
- Campaign Goals
-
Attraction of consumers’ attention to the campaign.
- Target Audience
-
Consumers and potential consumers with different income levels, mostly men.
- Proposed Solution
-
The campaign started just before the International Women’s Day that is why the creative idea is based on a slightly comic situation: men buy not only female things but also home appliances which functionally contradict their appearances. The funny outcome of this story is that before the holiday everybody can buy what he needs and even more. The slogan is built as a paradox: "There are no gifts!" - "More than we have".
The campaign was aired on TV, OOH and at points of sales.
On the results of the advertising campaigns and marketing activities which had been held together with the Creolab Creative Agency in 2004, the MIR electronics retailer chain was awarded Brand of the Year and received one of the most prestigious awards in the sphere of brand building on the Russian market - EFFIE.
The EFFIE award / "Brand of the Year" evaluates projects which are realized on the local market in accordance with the world requirements for effective marketing strategies.
« back to project list
|
