WE'RE CLEANING UP WITH VORONINY Initiative Moscow für Unilever

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WE'RE CLEANING UP WITH VORONINY

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Ausstattungen und Dienstleistungen für Business, Corporate Image
Medien Werbung / PR, Fallmethode
Markt Russische Föderation
Agentur Initiative Moscow
Veröffentlicht April 2013

Kredite und Beschreibung

Advertiser: UNILEVER RUSSIA
Agency: INITIATIVE MOSCOW
Category: Best Use of Branded Content & Sponsorship
Chief Strategy Officer: James May (Initiative Russia)
Account Director: Marina Zinovieva (Initiative Russia)
Account Director: Alexey Beloborodov (Initiative Russia)

Execution
Instead of 360° amplification through all consumer touch-points, we went old-school – great TV + a consumer promotion, refreshing in these social media and mobile app obsessed times. In-programme product placement only irritates the viewer – someone repeatedly cleaning the bathroom floor doesn’t make for great comedy. Instead, we negotiated with the programme’s stars creating a mini-series of commercial episodes running before, during and after the show. We engaged both lead women in five different TV executions demonstrating when, where and how to use our product portfolio giving the audience additional quality comedic content associated with our brands.Our consumer promotion used on-pack redemption codes for prizes including ‘buy 2, get the third free’, having your apartment professionally cleaned and fitted with new appliances and a walk on part within the show itself. The promo, which prominently featured images of both female stars, was supported in Print, Posters, On-line and point of sale.

Strategy
Incredibly, the famous ‘Scratches like skates on ice’ commercial developed for Unilever’s Cif household cleaning brand in the year of the moon landing was still running in Russia in November 2009. We desperately needed something new but received a ‘no news’ brief for a low interest category and were told to deliver communications gold! With nothing to hang our hat (or mop) on, we identified an iconic show with well-known Russian actors but based on Global sitcom hit 'Everybody Loves Raymond'. The show’s creator, Phil Rosenthal, remade the existing shows before it re-launched under a new name Voroniny. We needed a credible environment giving the product category and Voroniny, which featured two families – one with 3 kids living directly opposite the parents-in-law with the ‘other’ son, provided a rich, deep setting for great comedy and interesting product story-telling. Our challenge: integrate Cif, Domestos and Glorix in an engaging way.

Effectiveness
Voroniny achieved a consistent Top-5 rating and following 9 months flat market share, but by the show’s end market share was at its highest historical level (23%) with one retailer reporting 700% sales increases. P&G’s tired reality makeover TV show bombed resulting in declining market share. But we’re not stopping there. We’re discussing how our characters will make guest appearances in other shows (like the Old Spice guy did on Oprah and Ellen) and are also looking at a spin-off series (think Cheers to Frasier) to keep our association fresh.