Efes Print CLAW MACHINE by Ogilvy & Mather Moscow

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CLAW MACHINE

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Russia
Agency Ogilvy & Mather Moscow
Creative Group Head Maria Starovoytova
Creative Director Carl Le Blond, Holger Poeschl
Art Director Vadim Noskov
Copywriter Alexander Merzlyakov
Released July 2011

Credits & Description

Category: Best Use of Games
Advertiser: EFES
Product/Service: EFES PILSENER
Agency: OGILVY GROUP RUSSIA
Creative Director: Holger Poeschl (Ogilvyaction)
Copywriter: Alexander Merzlyakov (Ogilvyaction)
Art Director: Vadim Noskov (Ogilvyaction)
Senior Account Manager: Svetlana Khramova (Ogilvyaction)
Creative Group Head: Maria Starovoytova (Ogilvyaction)
Senior Art Director: Vadim Noskov (Ogilvyaction)
Creative Director: Carl Le Blond (Ogilvy & Mather)
Media placement: TV Advertising - ORT, TNT, 2х2, STS, RenTV, MuzTV,MTV - July 3rd 2011
Media placement: Internet - Web Site - July 3rd 2011
Media placement: OOH - Banners - July 3rd 2011

Describe the objective of the promotion.
To establish the brand as delivering a ‘Fun Experience’ and encourage consumers to interact with it.

Describe how the promotion developed from concept to implementation.
As the main brand message is ‘Life is interesting’ the promotional mechanics also needed to be engaging regardless of any prizes won. Thus we created and built a giant version of a real gaming machine that appealed to all our consumers.

Explain why the method of promotion was most relevant to the product or service.
We made the product a provider of gaming fun. Men like to drink beer and spend time playing crazy, fun games.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With more than 37 000 participants this campaign stood out in the heavily cluttered beer market. More than 320 000 codes were submitted and thousands of participants won prizes and enjoyed playing online. As a result of dozens of requests from enthusiastic participants our client decided to prolong the promo for a further month.