MONEY RAIN by RA Voskhod for Rehau

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MONEY RAIN

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Industry Household maintenance & pet products, Windows
Media Promo & PR, Case study
Market Russia
Agency RA Voskhod
Creative Director Andrey Gubaydullin
Copywriter Anton Kotovski, Aleksandr Ragozin, Denis Eliseev
Designer Marat Djantuganov, Georgiy Malkov
Account manager Pavel Skosyrskyi
Released March 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: REHAU
Product/Service: WINDOWS
Agency: VOSKHOD
Date of First Appearance: Mar 5 2010
Entrant Company: VOSKHOD, Yekaterinburg, RUSSIA
Creative Director: Andrey Gubaydullin (Voskhod)
Art-Director: Vladislav Derevyannykh (Voskhod)
Junior Creative Director: Evgeny Primachenko (Voskhod)
Copywriter: Denis Eliseev (Voskhod)
Copywriter: Aleksandr Ragozin (Voskhod)
Copywriter: Anton Kotovski (Voskhod)
Designer: Marat Djantuganov (Voskhod)
Designer: Georgiy Malkov (Voskhod)
Media-director: Mikhail Pishvanov (Voskhod)
Media-planner: Natalia Burukhina (Voskhod)
Account manager: Pavel Skosyrskyi (Voskhod)
Media placement: Outdoor campaign - Billboards - 5 March 2010

Insights, Strategy & the Idea
Utility rates for heating and energy keep growing. Loosing warmth because of windows that are unadjusted to cold Russian winters, people waste money. REHAU windows save warmth and considerably save expenses for heating.
Heating + enonomy = heatonomy.
In our advertisement we decided to demonstrate how people waste money, literally throwing it out of their low-quality windows.

Creative Execution
In several big Russian cities every day during a week we were throwing real money out of the window of a billboard. There were stickers on the bank notes with stated amount of losses over a season.

Results and Effectiveness
The promotion generated public excitement. More than 200 media (including the most popular TV channels, broadcasting stations, newspapers and web-sites) highlighted the event for free. On throwing 240 000 rubles (7000 $) we got free media for the amount that hundreds times exceeded expenditures for the audience over 40 million of Russians.
The idea of heatonomy has spread all over the country.