Efes Promo, Case study PREPARE FOR SPACE by Ogilvy & Mather Moscow

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Russia
Agency Ogilvy & Mather Moscow
Creative Director Holger Poeschl
Art Director Sergey Mikhaylov
Copywriter Alexander Merzlyakov
Released May 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: EFES
Product/Service: BEER
Date of First Appearance: May 1 2010
Entrant Company: OGILVY GROUP RUSSIA, Moscow, RUSSIA
Creative Director: Holger Poeschl (Ogilvy Group Russia, Moscow)
Art Director: Sergey Mikhaylov (Ogilvy Group Russia, Moscow)
Copywriter: Alexander Merzlyakov (Ogilvy Group Russia, Moscow)
Chief Creative Officer: Carl Le Blond (Ogilvy Group Russia, Moscow)
Media placement: TV Campaign - 1 Spot - Russian TV Channels - 1 May 2010
Media placement: Ambient - Boards, posters, banners - Outdoor (Moscow, St.Petersburg And Other Cities) - 1 May 2010
Media placement: Retail Activation - Posters, Stickers - Supermarkets - 1 May 2010
Media placement: Digital - Official Website, Accounts, Banners - Facebook, Livejournal - 1 May 2010
Media placement: PR Activities - Articles, Press Conference - Newspapers, Magazines, Internet Publications - 1 May 2010

Insights, Strategy & the Idea
The objective of the promotion was to activate the image message of Efes Pilsener brand (“Thirsting for Life”) and to support sales during high-season by involving loyal consumers as well as new consumers.

Creative Execution
In terms of brand message “Thirsting for life” the Agency team faced the task to develop promotional idea and Main prize capable not just to stand out against the background in period of maximum clatter in beer but also to become to a considerable degree a real eye-opener. After internal discussions – we decided to speak about the dearest wish from everyone childhood – flight to space. We developed 360 degree Get Ready to Space campaign (with TVC, OOH, Trade activations, Digital support and PR events).

Results and Effectiveness

Efes Pilsener TA is the following - Males 25-35 years. In Russia, the dearest dream from every man since childhood is to become a cosmonaut and to fly to Space. Efes Pilsener as a brand about experiences gave a chance to every man to realize the strongest experience by purchasing just one bottle of Efes. It was possible to win the main prize by registering just a code from ta single bottle (that means that one bottle of Efes Pilsener could be a ticket to Space).