Kungur & Kazan campaign by RA Voskhod for Кунгурский

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Kungur & Kazan campaign

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Industry Sausage and meat products
Media Film
Market Russia
Agency RA Voskhod
Released February 2011

Awards

MIAF Awards 2011
Media Projects The best TV or cinema usage Third place

Credits & Description

Kazan is a city of which you have surely heard. Kazan, also known as the Third Capital of Russia, is home to over one million people. Kungur is a small town nobody would have heard about, if the Kungur meat factory had not begun selling its sausages in Kazan. And the question was - how can we make this new product a favourite of the residents of the Third Capital? We turned to TV commercials, wherein we decided to portray Kungur as a village unspoiled by civilization, where life is simple and natural. However, we still had to convince the citizens of Kazan that the delivery of meat products from Kungur happens quickly, keeping the products fresh. To shorten the perceived distance between Kazan and Kungur, a media campaign was launched. Commercials were aired in which residents of Kungur watched Kazan’s news on TV. The news anchor delivered news items on the main event of the day. In order to do this, we recorded new soundtracks to videos every day. For example, on July 27, when Kazan's Rubin beat Dinamo Kiev in the Champions League, the following video was aired. And on July 28, when a record number of weddings were held in Kazan, we aired a news video covering this, too. As a result, over one month, over 20 videos have been aired, featuring 20 relevant news events from the day they happened. By the end of this campaign, the Kungur meat factory had captured eight per cent of the highly competitive market in Kazan. Interestingly, during this period, the number of tourists visiting Kungur increased. But we do not claim that this is due to our advertising.