RUSSIAPROFILE.ORG: MATRESHKA

Credits:

Advertising Agency: GREY MOSCOW , RUSSIA
Advertising Agency: GREY MOSCOW , RUSSIA

Name Company Position
Oleg Lapshin Grey Moscow Creative Director
Sviatoslav Semenitski Grey Moscow Copywriter/Art Director
Dmitry Dugin Grey Moscow Designer
Tatiana Zakharova Grey Moscow

Head Of Project Coordination

Outcome
This direct-mail ad campaign has just been launched, the project is going forward at a steady pace and we are getting positive reactions from our business partners and subscribers.

Entry Description
RUSSIA PROFILE.org is an English-language information service and community platform featuring a daily updated website and a monthly magazine that offers the most comprehensive and concise view of business, economic, political and cultural trends in Russia. Our target audience includes foreign businessmen, top managers working in the Russian market, as well as journalists, academia, etc. around the world. We want to increase the number of visitors (currently about 40,000 per month) coming to www.russiaprofile.org. We also want to find out low-budget channels of communication for contacting our target audience. Our main message is “We know Russia in-depth”.

Entry Speciality
Agency offers the client a direct-mail campaign, effective and low-cost channel for business to business communication. As this ad campaign is specific (place is Russia, but target audience are foreigners), we found a symbol of deep knowledge of Russia, relevant for the communication and insightful for foreigners doing business in Russia, Matreshka. We proposed the idea to send a direct-mail that works with a Matreshka’s mechanics. A customer opens the envelope, discovers inside another one, and finally finds a short message about www.russiaprofile.org. Headlines support the corporate slogan of Russia Profile.org: “Unwrapping the mystery inside an enigma”, and link to Matreshka’s mechanics.