ADVERTISING CAMPAIGNS
Ilya MIRSKIY
“Brand of the Year/EFFIE 2004”: follow the line!
In 2004 the amount of people wanted to get prestigious prizes has increased. There were 284 participants, for 84 campaigns more than the previous year. The bigger the market, the stronger is the desire to measure the marketing muscles of one another.
Ilya MIRSKIY
“8 vegetables”: a new name on the juice market
The brand ‘8 vegetables’ was born literally before our very eyes, declaring ‘Vegetables are drinkable!’ and graciously formed the niche of vegetable juices that hadn’t existed before in Russia.
Ilya MIRSKIY
Tuborg Green beer: threat for the bottle openers and friend to the youth
Way to consumer’s heart lies through the innovation. That’s why Tuborg company released beer with a wonder-cork. This was the beginning of war against bottle openers.
Ekaterina SOUTCHKOVA
These are the winners and finalists of the Golden Watch competition that was a part of the Golden Drum 2004 festival:
Hypo: for luck
Amnesty International against violence upon women
Centrum.cz: go where they understand you
EIM: we are picky!
Heyah! – hello from the mobile operator
Heyah: fashion campaign
Lithuania – the brightest country of the New Europe
Oskar: tell what you think
Oskar: territory occupation
Prigat Activ: extra energy
Radio Energy: two thousands stars in the Zurich streets
Toyota Avensis: quality experience
Snowflakes Vizir – Christmas campaign
Ekaterina SOUTCHKOVA
Creative Business Idea at brand service
CBI (Creative Business Idea) is the creative method of the BETS EURO RSCG agency. This method determines and predicts the main values of the market in connection with the brand’s message. Here you can read several descriptions of the idea:
Guinness beer: conquer young people!
Hallmark Flowers: don’t hide your feelings
Dean’s Milk Chug: drink milk, be healthy!
Egg: reality show «Housewives from hell»
Room Service: colourful transformation of your house
STRATEGY
Olga VOLKOVA
Personal branding – one more leverage of brand development
Not only a company but also a person can become a strong brand. Creation of the personal branding methodology has changed the role of a person in business. You can not only achieve success but become a real brand yourself.
MEDIA
Natalia VASILIEVA
Ads seller: professional level
The author has a large experience in presswork, gives lectures and seminars on how to form an advertising selling department in a company. She asks herself a question: what are the features of a successful ads opportunities seller?
ADVERTISING WORKSHOP
Ksenia BUKSHA, Elena PETROVA
Lurzer’s Archive: vectors of the advertising photography
An exciting book with lots of pictures “200 Best Ad Photographers worldwide” published by the Lurzer’s Archive magazine used as a base to analyze vectors of the modern advertising photography.
Andrey NADEIN
Painted money
There is a means that helps to decrease advertising spends and simplify the communication with the customers. This is a drawing: “To built a house is easy – just paint and live in”.
EXPERT CLUB
Sergey ZUEV
“Ovip Lokos”: effective textual method
Analysis of the Sokol beer advertising.
Andrey AMLINSKIY
National pride with a vile energy
Analysis of the Smirnov vodka advertising with the slogan “Russian character”.
Kirill SMIRNOV
Safe position in advertising is dangerous
Analysis of two advertising campaigns for VneshTorgBank and ImpeksBank.
Konstantin SHIPOV
“White Bear” – from beer alcoholics to cute bears
White Bear beer advertising analysis.
FINAL COUNTDOWN
Vitaliy ILINSKIY
Idea lights windows
Using the example of self-advertising of the agency from Dnepropetrovsk, the author shows how to strengthen a successful decision.
CAP AND CROWN
Ludmila BOGOMOLOVA
Desire reconstruction
It is rather ungrateful to analyze the usage of sexual motives in advertising since everybody knows that sex will never harm the sales. But still let’s try to do it on the advertisements for alcoholic beer drinks Redd’s (Real natural pleasure) and Tekiza (It’s not sex but love).
COMMENTS
Peter POPELUSHKO,
Igor ZUKEVICH “MTC”: how to gain loyalty in one day
The authors used advertising aikido: the action cost nearly nothing achieving the enormous effect. The game ‘find your part’ attracted all the young people in Minsk. Elena Petrova, the psychological editor of the magazine, comments on the campaign.
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