Tuborg Print VIDEOSNATCH by Ogilvy & Mather Kyiv

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VIDEOSNATCH

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Ukraine
Agency Ogilvy & Mather Kyiv
Executive Creative Director Howard Smiedt, Will Rust Ogilvy
Creative Director Alexandra Doroguntsova, Misha Valeyev
Art Director Yura Zharko
Copywriter Evgeniya Dzyubenko, Victor Ishkov
Producer Tanya Sokolova, Irina Pigal
Account Supervisor Martin Alles, Daria Novikova, Nataliya Rudychenko
Editor Alexander Chorny
Released April 2012

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: CARLSBERG GROUP
Product/Service: TUBORG
Agency: OGILVY & MATHER UKRAINE
Executive Creative Director: Will Rust (Ogilvy Group Ukraine)
Executive Creative Director: Howard Smiedt (OgilvyAction EAME)
Creative Director: Alexandra Doroguntsova/Misha Valeyev (Ogilvy Group Ukraine)
Art Director: Yura Zharko (Ogilvy Group Ukraine)
Copywriter: Evgeniya Dzyubenko (Ogilvy Group Ukraine)
Account Supervisor: Nataliya Rudychenko (Ogilvy Group Ukraine)
Account Supervisor: Daria Novikova (Ogilvy Group Ukraine)
Account Supervisor: Martin Alles (Ogilvy Group Ukraine)
Copywriter: Victor Ishkov (Ogilvy Group Ukraine)
Producer: Irina Pigal (Ogilvy Group Ukraine)
Production: (Atom Film / Radioaktive Film)
Director/DOP: Dick Buckley (Atom Film / Radioaktive Film)
Executive Producer: Roman Kindrachuk/Darko Skulsky (Atom Film / Radioaktive Film)
Producer: Tanya Sokolova (Atom Film / Radioaktive Film)
Editor: Alexander Chorny (Atom Film / Radioaktive Film)
Digital Producer: Victor Firsanov (Fix Digital)
Sound: (Propeller)
Case Film Production: (Bespoke Editing)
Case Film Director: Luke Deverill (Bespoke Editing)
Post Production: (Chimney Pot Kiev)
Media placement: TV Campaign - ICTV, Novy Channel, STB, M1, M2, Video International, Inter, K1, K2, Mega, MTV Ukraine - 1 April 2012
Media placement: OOH - Billboards, Citylights - 1 April 2012
Media placement: POS Materials - In-Store - 1 April 2012

Describe the objective of the promotion.
In order to turn around a downward sales trend, Tuborg asked us to create a promotion which created not only a fast and direct response but also enabled the TA to spend time interacting with the brand.

Describe how the promotion developed from concept to implementation.
We created an online promotional campaign in which customers could actually obtain any of 30,000 items from a video. Participants logged into our website with codes found on bottles and simply clicked on what they wanted, anything inside the video. Once an item was claimed, it actually disappeared from the video for all subsequent viewers and was sent to them by post, which created a frantic level of participation from customers desperate to get their hands on all the items before the rooms emptied out.

Explain why the method of promotion was most relevant to the product or service.
Online video has never been used as a tool to showcase and actually deliver prizes in a promotion. We chose this direct, immediate technique to support Tuborg's global brand positioning: 'Grab the now'.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 100,000 participants took part in the promo and spent an average time on site of nearly 10 minutes, converting a total of over 2m codes making VideoSnatch the most successful promotion the brand had ever run and doubling sales dynamics over the same period of the previous year.