Republic Night Club Promo, Case study DISCOBOY & TURKEYGIRL ADVENTURES by Red Pepper Creative Ekaterinburg

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Industry Clubs
Media Promo & PR, Case study
Market Russia
Agency Red Pepper Creative Ekaterinburg
Creative Director Danil Golovanov, Ivan Sosnin Nikita Kharisov
Art Director Irina Korotich
Copywriter Katya Bamby
Producer Evgeny Kharchenko
Released June 2011

Credits & Description

Category: Best Launch or Re-launch
Advertiser: REPUBLIC
Product/Service: NIGHT CLUB
Creative Director: Danil Golovanov (Red Pepper)
Art Director: Irina Korotich (Red Pepper)
Copywriter: Ivan Sosnin (Red Pepper)
Copywriter: Katya Bamby (Red Pepper)
Producer: Evgeny Kharchenko (Red Pepper)
Creative Director: Nikita Kharisov (Red Pepper)
Media placement: Magazines- 4 Spots - Sobaka, Stolnick, Happy, Fashion Week - 1 August 2011
Media placement: Internet -,, - 1 August 2011
Media placement: TV Show - FOOD TV - 1 July 2011
Media placement: Social Networks - Facebook, Twitter, Vkontakte - 1 June 2011
Media placement: Outdoor - Cityscreens - 1 August 2011
Media placement: BTL - Trade centers, night clubs - 1 June 2011

Summary of the Campaign
Brief: to launch a new night club in a very unusual way.
Target audience: all city clubbers.
We created special heroes - Discoboy and Turkeygirl - and based a PR campaign on it.

The Situation
Ekaterinburg is the capital or night life in Russia. (There are about 80 high-quality night clubs.)

It is difficult, to make new clubs popular.

The Goal
The goal is to launch it an unusual approach and create most popular club in Ekaterinburg.

The Strategy
We decided to create odd heroes - Discoboy & Turkeygirl - and make them popular.

They had social network accounts, personal online talk-shows, hang out at other clubs and became a part of city legend.

After that we used some creative media execution in magazines and social networks.

Society column reports concentrate on the target audience of the new nightclub. Party people attentively look through hotos hoping to find themselves.
To promote a new nightclub we changed the faces of the well-known party people and trend-setters for the heads of the main heroes of the advertising campaign, Turkeygirl and Discoboy. Through this we achieved the required WOM-effect and reached the target audience 100%.

Documented Results
Republic club has become the most popular and prestigious club of Ekaterinburg.

We earned €55,000 of free media.

Turkeygirl & Discoboy became the heroes of club industry and turned into real urban myths.