Martini Promo, Case study MARTINI GOLD BY DOLCE&GABBANA by BBDO Russia Group

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Industry Wine & Champagne
Media Promo & PR, Case study
Market Russia
Agency BBDO Russia Group
Released November 2010

Credits & Description

Category: Best Use of Print
Advertiser: BACARDI
Product/Service: MARTINI GOLD
Date of First Appearance: Nov 25 2010
Entrant Company: BBDO RUSSIA GROUP, Moscow, RUSSIA
Media Director: Pavel Dolzhenkov (Media Instinct)
Media placement: Print - Vogue Russia - 25.11.2010

Insights, Strategy & the Idea
The brief was to propose iconic non-standard creative solution in the press.
TA keep the focus on women, having unisex image (not alienating men). Age: young adults LDA-35.
Key aspirations: Luxury, Fashion, Celebs, Beauty

When launching the campaign called “Martini Gold by Dolce & Gabbana” in Russia, we needed something special to stand out in press. The usual print ads wouldn’t generate so much attention and buzz in the marketplace. But we wanted to do something that had never been done before in Russia. We proposed to the client “video in print” technology, we will be the first media agency in Russia who using it. This fact guaranteed to cut through the clutter and grab the attention of viewers.

Creative Execution
Martini Gold D&G video was placed in Vogue magazine (December 2010). Vogue magazine in the best way corresponds to the brand image. This glossy is an icon in the style and beauty world. Customers are going through the magazine and finding a chic booklet with Martini Gold D&G film.
Video in print allows advertisers to program up to 45 minutes of video content and embed it directly into a magazine insert. The slim line screens are run by chip technology that activates when a page is turned.

Results and Effectiveness
The main result after the launching campaign was Wow & Buzz PR effect in Russia. There was a final event - Martini Gold by D&G Party in Moscow with Domenico Dolce, Stefano Gabbana, Monica Belucci and Russian celebrities, where all guests could enjoy Vogue Russia with Martini video and taste the new vermouth Martini Gold.

The results of Martini video measurement in print effectiveness were:
1. 83% of customers have watched Martini Gold D&G video.
2. 97% of customers have told about the video to their friends, relatives and acquaintances.
3. 91% of customers liked the video.