FC Zenit Promo, Case study THE SUN OF RUSSIAN POETRY IN ZENIT by Great Advertising Group

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THE SUN OF RUSSIAN POETRY IN ZENIT

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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Promo & PR, Case study
Market Russia
Agency Great Advertising Group
Creative Director Dmitry Makarov
Art Director Yuri Vorobiev
Copywriter Ksenya Buksha
Client Service Director Stanislav Semenov
Producer Alexandra Leybovich
Released December 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: FC ZENIT
Product/Service: ANTI RACISM
Agency: GREAT
Creative Director: Dmitry Makarov (Great)
Client Service Director: Stanislav Semenov (Great)
Copywriter: Ksenya Buksha (Great)
Art Director: Yuri Vorobiev (Great)
Producer: Alexandra Leybovich (Great)
Media placement: Event TV Premiere - Tvrain.ru - 23 November 2011
Media placement: Event Press Conference - Petrovsky Stadium Club - 24 November 2011
Media placement: Digital PR (Online Media) - Afisha.ru, Sports.ru, Lenta.ru, Rosbalt.ru, Rap.ru - 24 November 2011
Media placement: PR (TV) - Rossya 2 Football Show "Udar Golovoy" - 01 December 2011
Media placement: PR (Radio) - Radio Zenit - 02 December 2011

Summary of the Campaign
The campaign goal – to restore the reputation of FC Zenit after a loud racist scandal.
All Saint-Petersburg residents are very proud of the uniqueness of their city – the cultural capital of Russia. And the main symbolic figure of the city and of all Russian culture is the great poet Alexander Pushkin. He is an undoubted moral authority for the whole nation. Meanwhile, Pushkin himself was dark-skinned – he is an expatriate Ethipopian’s great grandson.

Idea – to make great dark-skinned Russian poet Alexander Pushkin the main celebrity of the anti-racist campaign.
For participation in this project we invited main Russian rapper, Noize MC, and one of the most famous Russian artists, Nicolay Kopeykin. As a result, Pushkin became a Zenit’s fan and sang an anti-racist song in animated video, called 'Pushkin’s rap'.
We organised a TV premier and press-conference and also placed a video on YouTube and social networks. The project provoked huge interest in media – tens of publications on all main Russian news and sport websites, several TV and radio reports and interviews. The song hit the rotation of numerous radio stations, became a concert hit and was included in Noize MC’s new album.

The main result: there were no racist tricks by Zenit fans at the stadium after the campaign.

The Situation
The goal of this campaign is to restore the reputation of the FC Zenit which suffered in a loud racist scandal caused by fan behavior at the home stadium. It is also aimed to prevent and reduce such racist behavior coming from the fans.

Our target audience consists of the average supporters of the club and the club fans. Although they adore the sport, some of them are inclined against the people of color, especially playing on the field.

The residents of Saint-Petersburg are very proud of the unique status of the their city. It is known as the cultural capital of the country. One of the most important cultural figures of the city and the whole nation is the great poet Alexander Pushkin. The fact is, Pushkin himself was dark skinned. His great grandfather was Ethiopian.

The idea was to make the dark skinned greatest Russian poet a star of the antiracist campaign.

The most important Russian rap musician Noize MC and one of the most famous Russian artists Nikolai Kopeikin were invited to participate in the project. As a result, Pushkin turned into a fan of the FC Zenit and sang an antiracist song in an animated music video Pushkin's Rap.

The video was premiered on TV followed by a press conference. We also placed in on youtube and other social networks. The project ignited lots of interest in the media: many publications in all the Russia's news and sport websites, extensive TV and radio coverage. The song itself became a hit of the radio stations, a concert hit and was included in the NOIZE MC's New Album.

More than 500 000 views on YouTube.

More than 3000 reposts in social networks.

More than 200 radio broadcasts.
.
More than 50 concert performances.

More than 100 000 album copies sold and downloaded online in the first 2 months

And most importantly: no more racist incidents by Zenit fans!

The Goal
The campaign goal: to restore the reputation of FC Zenit and to prevent or reduce as much as possible the possibility of fans’ racist tricks at the stadium.

Target audience: average supporters and club fans. They adore the club, but some of them are cautious about people with different skin colour and don’t want to see dark-skinned football players as team members.

The Strategy
All Saint-Petersburg residents are very proud of the uniqueness of their city – the cultural capital of Russia. And the main symbolic figure of the city and of all Russian culture is the great poet Alexander Pushkin. He is an undoubted moral authority for the whole nation. Pushkin himself was dark-skinned – he is an expatriate Ethipopian’s great great grandson.

Idea: to make great dark-skinned Russian poet Alexander Pushkin the main celebrity of the anti-racist campaign.

Execution
For participation in this project we invited main Russian rapper, Noize MC, and one of the most famous Russian artists, Nicolay Kopeykin. As a result, Pushkin became a Zenit’s fan and sang an anti-racist song in animated video called 'Pushkin’s rap'.
We organised a TV premier and press-conference and also placed a video on YouTube and social networks. The project provoked huge interest in media – tens of publications on all main Russian news and sport websites, several TV and radio reports and interviews. The song hit the rotation of numerous radio stations, became a concert hit and was included in Noize MC’s new album.

Documented Results
More than 500,000 views on YouTube
More than 3,000 reposts in social networks
More than 200 radio broadcasts
More than 50 concert performances
More than 100,000 album copies sold and downloaded from the internet (in the first 2 months)
And the main result: there were no racist tricks by Zenit fans at the stadium after the campaign.