In Moscow there was "fishing" advertising (updated)
Moscow panels installed "fish" advertising of calling citizens to consume fish. Such a statement was made by the representative of the Federal Fishery Agency Alexander Savelyev, RIA Novosti reported. H3> The implementation of creative concept (photo shooting, and the development of design layouts) holds KG LBL.
According to Savelyev, all to be located in the capital of a thousand billboards with such social advertising. The slogan of a new campaign - "Fish is waiting!". "The advertisement promoted social varieties of fish, using the appropriate statements classics of Russian literature," - said Savelyev.
Moscow authorities have already approved six models for outdoor advertising. Subsequently also to be used in advertising the famous paintings on the "fish" theme. Such ads will appear, except for Moscow, in St. Petersburg and Vladivostok. Previously advisor to the Federal Agency for Fishery advertising Sergei Zhigunov said that the campaign will be held in about 50 cities across the country.
Communication Group LBL
Art Director - Gleb Trzhemetsky
The head of the design studio - Igor Sakharov
Designer - Yuri Potapov
Producer - Irina Kulakova
Photographer - Boris Bendikov
Senior Manager Customer - Umyarov Alexander
Manager to work with clients - Anastasina Irina
Maxim Fedorov, creative director of social communications Zavod:
Another campaign to promote the category, but this time not from the manufacturers and from the federal agency.
Unfortunately brief on the development of the campaign is not known, but it can be assumed that the communication is aimed at a target audience of 35 years and above with an income below the average. If these assumptions are correct, then we can say that this campaign is meeting its objectives.
The classic publicity stunt to show the product is tasty enough and calls a slogan. Of course you can say that the photos might be "tastiest" and that they do not always get the style in Central Asia, but it is likely to cost a small budget, and "shoot" the fish is very difficult - it will tell you any fudstilist.
In a word - a sufficiently "strong" campaign, but could be better.
The main thing is that "things are moving" - recently held a campaign to promote milk is now a fish, a positive trend is visible - that the same awaits us tomorrow?
Dmitry Lomakin, copywriter agency social kommunkatsy Zavod:
For me, a great lover of fish, there is an attempt to promote Russia this product category is very nice. And the timing is just what we needed: tighter tightening the belt, many have switched to a "social class", including fish. And then to show that the fish is cool, with nothing comparable to the food, not only rich in every way possible, but also economical. How to do it ...
Some may remember the classic example of Soviet promote product category. We had to force the population to have squid, nobody in the Soviet Union never tried. And it appeared in the press notes that the whole batch of cans of squids accidentally hit Pearl. Shelves "Ocean" suddenly deserted, and people on themselves realized that squid is cheap and tasty.
Now with thousands of surfaces in Moscow we see the fish. We read that it's a fish, it is sung in Russian literature, as well as waiting for something. And what this fish is different from lobster, crayfish and oysters? They are no less praised in the literature, and also offers its customers on the shelves of Moscow stores.
This here is the promotion of fish "without teeth". As it turns out the official press release, fish waiting participants' main congress fishermen "exhibition Interfish. Let them waiting, because on the shelves of high-quality fish on the domestic price should look sane.
Of course, our market is not so developed, so the campaigns like the American Got Milk we can only dream of. But you can look at its Russian analogue of "Time to drink milk", to understand the movement there. Well, then forward, and to eat fish, and fishermen listen!
According to Lenta.ru, the representative of the Russian Federal Fisheries Agency said that the Federal Service in conjunction with the Institute of Nutrition of the Russian Federation developed and published anti-crisis menu. The priority product it is fish.
Now fish consumption in Russia is 13-14 kilograms per person. In the USSR, where in 1932 the Resolution * Nar omsnaba was introduced "fish day", consumed an average of about 23 kilograms of fish per person. In 1976, the CPSU Central Committee issued a decree on the re-introduction of "fish of the day," which began Thursday. Savelyev recalled the famous slogans of "fish" of advertising: "All it is time to try as tasty and tender crab", "bluefish, eelpout, pristipoma - decorate a table of any house" and others.
In February this year it was reported that Rosrybolovstvo to revive retail stores "Ocean". Now in 30 Russian cities are already working 42 such stores.
