Paparazzi DM PAPARAZZI IN THE CITY by RA Voskhod

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Industry Restaurants, Pubs & Bars
Media Direct marketing
Market Russia
Agency RA Voskhod
Creative Director Andrey Gubaydullin
Art Director Vladislav Derevyannykh
Copywriter Aleksandr Parkhomenko
Photographer Vyacheslav Lvov, Dmitry Kunilov, Daria Almazova, Vasily Fetisov
Released November 2009

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Product/Service: RESTAURANT
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: VOSKHOD, Yekaterinburg, RUSSIA
Creative Director: Andrey Gubaydullin (Voskhod)
Junior Creative Director: Evgeny Primachenko (Voskhod)
Art Director: Vladislav Derevyannykh (Voskhod)
Copywriter: Aleksandr Parkhomenko (Voskhod)
Administrator: Ekaterina Shikhova (Voskhod)
Photographer: Dmitry Kunilov (Fame Studio)
Photographer: Daria Almazova (Fame Studio)
Photographer: Vasily Fetisov (Fame Studio)
Photographer: Vyacheslav Lvov
Media placement: DM - Courier - 1 December 2009

Describe the brief/objective of the direct campaign.
The new Paparazzi restaurant was opened in Ekaterinburg by famous Russian film director Fedor Bondarchuk. It's a fashionable place where guests could feel like celebrities. It is necessary to attract the attention of stylish and well-to-do young people to the restaurant.

Explain why the creative execution was relevant to the product or service.
We've made our trendsetters feel themselves like celebrities. And of course they wanted to brag about it to many people. This is how we got huge free publicity and ensured that Paparazzi restaurant has an image of a fashionable place where everybody is a star.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to act upon young mainstream audience via most active representatives of clubbing circuit. For a start we chose several dozens of young local trendsetters (DJs, broadcasters, bloggers and clubbies). Professional paparazzi were following them during a week secretly taking photos of them. Five days before the opening those followed received envelops with their photos and invitations to the restaurant and the pictures of Bondarchuk with a camera reading 'Paparazzi in the city'.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Astonished trendsetters spread the news among many acquaintances. Bloggers placed the story and the pictures on the Internet, broadcasters mentioned the promo action on Radio and TV. More than 400 people attended the opening and Paparazzi still keeps the image of one of the most trendy places in the city.