Viasat Promo, Case study WORLD FIRST DOGS' PRESS CONFERENCE by Full Contact, Tabasco Kiev

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Ukraine
Agency Full Contact
Copywriter Vlad Volochai
Designer Alexandra Novitskaya
Agency Tabasco Kiev
Creative Director Alexander Smirnov
Art Director Evgeniy Zvenigorodskiy
Released August 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Product/Service: CARTOON NETWORK
Date of First Appearance: Aug 31 2010
Entrant Company: TABASCO, Kyiv, UKRAINE
Creative Director: Alexander Smirnov (TABASCO)
Art-Director: Inna Ruda (TABASCO)
Copywriter: Vlad Volochai (TABASCO)
Account Manager: Anastasiya Davydova (TABASCO)
Operations Manager: Mariya Repetska (FULL CONTACT)
PR Manager: Oksana Ilyasevych-Bogorodova (TABASCO)
Art Director: Evgeniy Zvenigorodskiy (TABASCO)
Designer: Alexandra Novitskaya (TABASCO)
Deputy Creative Director: Valentin Minchuk (TABASCO)
Animation: Yuri Motrich (Moka)
Media placement: Internet - News Portals - August, 30 2010
Media placement: Direct Mail - Journalists Invitations - August, 30 2010
Media placement: Phone - Journalists Invitations - August, 30 2010
Media placement: Press Conference - Press Center - August, 31 2010
Media placement: Radio - National And Local Radio - August, 31 2010
Media placement: TV - National TV - August, 31 2010
Media placement: Press - National And Local Press - September,1 - October, 14 2010
Media placement: Internet - News And Entertainment Portals - August, 31 2010 - October 2010

Insights, Strategy & the Idea
VIASAT is a leading paid satellite TV operator competing with 3 other players in its category constantly expanding the market share of paid satellite TV.
The communication goal was to drive broad public awareness of CARTOON NETWORK launch.
The marketing goal was subscription sales targets.
The Agency was asked to come up with ideas within a limited budget of just $5K.
Having checked all the content of the CARTOON NETWORK in Ukraine, we learned that the only “fresh” cartoon was Scooby Doo. The obvious solution was to generate buzz. And we decided to act as if we really have news. We had enough money to organize decent press-conference, so all the fun was to happen there. The main challenge was to create an event visited by maximum journalists, give them a brilliant material to tell the country about.

Creative Execution
Instead of usual “spokesmen” we brought in «spokesdogs»–Scooby Doo Crew, presenting the project to journalists and answering their questions.
We named it the World 1st Dogs’ Press-Conference.
Journalists were stunned with the idea and the opportunity to interview the Scooby Doo crew (real trained dogs).
The “translation” was realized by the Interpreter from «dog » to «human» language – a Client Viasat representative.
We all knew that it will be a real news making event, and it did attract so many journalists, we could hardly fit into the country’s biggest press-room – UNIAN (usually allocated for the President, Prime-Minister and other VIP news events).
Dogs one after another answered journalists with barking, whining, wagging or waving paws - the interpreter translated everything to “human language”.
It took 1 hour to give away all the signatures requested by journalists! And of course everyone wanted to take a photo of our celebrity dog-crew.

Results and Effectiveness
• 6 Google pages in Ukrainian with unique links, photos etc.
• Top news sites,,,,,,
• The news spilled over the borders: Russia, Kazakhstan and the Baltics
• National TV show “Good morning, Ukraine!”
• 9 most popular offline magazines («Liza», «Telenedelya», «TV Park», «ТV Ekran», «Serial», «Ukraina Moloda», etc.).

• For 5K$ and 0 media investment we made Cartoon Network Channel launch a big deal!

The subscriptions sales plan for September, 2010 was fulfilled at 129%.

Cartoon Network in Ukraine became the the first TV channel ever launched by pets. Scooby-doooby-doooooo!