Baltica Promo, Case study BALTICA 3 FOOTBALL by Optimum Media OMD Moscow

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BALTICA 3 FOOTBALL

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Russia
Agency Optimum Media OMD Moscow
Released May 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: BALTICA
Product/Service: BALTICA 3
Date of First Appearance: May 10 2010
Entrant Company: OPTIMUM MEDIA OMD GROUP, Moscow, RUSSIA
Senior FUSE Manager: Belashov Anton (OMD Fuse)
FUSE Managing Director: Efimov Anton (OMD Fuse)
FUSE Client Service Director: Rozhkov Ilya (OMD Fuse)
Group Account Director: Averkov Alexey (Optimum Media OMD Group)
Media placement: TV Campaign - NTV - 10 May 2010

Insights, Strategy & the Idea
How can you reverse declining loyalty to a mature beer brand – after the introduction of new advertising legislation that bans actors and the integration of the brand into sports events?
Football is traditional and successful for activations for Baltica 3: 55% of the target audience is interested in football
And, 45% of those people are willing to discuss football news with their friends…
Naturally, with beer!

Idea: “let’s discuss” concept with deep integration of Baltica 3
Solution: 360-degree campaign, using a popular football web site and the Football Night analytical TV programme with top football experts.

Creative Execution
We used a popular football web site as a centre of activation – where the targets discuss the latest football news - and participate in promotional competitions.
Direct advertising (TV, press, internet banners) is tightly bound to user-generated content: featuring the hottest-discussed topics from the site; and announcing the next subjects for discussions on the site.
All these topics are discussed in the Football Night analytical TV programme with top football experts – and with a programme logo “Three News About Football, which mirrors the Baltica 3 logo.

Results and Effectiveness
This Push-and-Pull strategy attracted more and more football fans and beer lovers to our site: 130,000 unique visitors in six months
Baltica became a brand which truly binds football fans and Russian football – according to 72% of the target.
The result is brand heath and sales recovery:

Purchase intent grew by10%

Loyalty grew by 20%

Market share up by 4%