#OstrovEFES – Integrated Digital / PR / Event project Юлия Сафиулина
This work
in other
nominations
PR and Brand, Service and Trade Mark Reputation Altering Campaigns
Task
1. To make breakthrough to have maximum reach under dark market, create bright summer atmosphere that will be different from rival brands, assure young audience think that Efes is trendy and modern brand. 2. To bring young audience to brand Efes and strengthen brand relevance for them. 3. To grow brand Efes despite the fact that the whole beer category falls.
Ideas and solutions
Idea A two-deck #OstrovEFES ship in Moscow city centre with a skimboarding sea-water pool, palm trees and a bungalow-bar, where top companies were busy in the coworking on weekdays, and guests danced on the sand and practiced beer yoga on weekends. Implementation * Celebrities Since the #OstrovEFES opening day we were inviting as many opinion leaders to the ship as possible in order to make it a fashionable and popular venue for the mass audience and journalists. * PR events with partners Six events, including a special screening Twin Peaks with Amediateka and The Village, a public The Question interview with a film critic Anton Dolin, and a birthday party of the famous fashion magazine Wonderzine. * BTL We created an unusual branded design for the ship to make it a head-turner for the passer-bys in the city centre. * SMM We created the reach in social media and organised contests to engage the mass audience and invite people to the ship. We designed activities on the ship in a manner that provided consumers numerous reasons to create content on the project. Result KPI PR OTS* overfulfillment by almost 2 times – 150 000 000 (target – 80 000 000). *The number of unique PR-contacts with the audience. 138 publications – articles on The-Village, Afisha Daily, Timeout, Gazeta,The Questions, on TV channels — «Yu» and «Music Box», and in other media. 48 celebrities visited the ship and made publications in their personal media. 5 700 000+ approximate number of contacts during the ship’s operation. 4000+ visitors of #OstrovEFES. 2200+ UGC-photos in social media. 6 460 000 reach in social media
