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Disable this boredom
In early February, Moldova started a large-scale national advertising campaign for the launch of a new youth mobile operator YoYo. In Moldova went bright start packages with a unique means of boredom for molodezhi.V 2007, the mobile market in Moldova there were only two operators - national and international Moldcell Orange. The share of the second accounted for more than 70% of consumers. The overall picture of the market is not characterized by a variety of offers - the choice was limited to several similar tariff plans. This has led to the Moldcell decision to launch a new virtual operator for young people. Before the company had the following objectives: to change in their favor the percentage of the market firmly occupy the niche of youth operator and provide existing customers a greater choice of low rates. As a result of the tender for an integrated development and implementation of this campaign has been selected Ukrainian creative bureau Sahar. The main idea of the campaign launch YoYo that it is positioned as a fail-safe means of combating boredom. YoYo - is not only a communication is the key to companionship, new acquaintances and exciting break away. YoYo - dull operator! The main heroes of the project were not satisfied with the lives of young consumers, basketballs, plates, watering and knitting and typewriters.
The campaign uses a maximum of communication channels: TV, Internet, outdoor, guerrilla advertising, advertising in the press and on the radio, BTL, and promotions.
Alexander Rodionov, creative director of creative bureau Sahar:
Our task was to come up with the creative concept for the new youth project. Moldcell wanted to create a unique product that definitely could stand in the general information flow. Today, advertising space is filled with people who talk about some benefits, give a lot of advice and impose psevdoemotsionalnye value. And since we have been working for a younger audience, it was necessary to come up with such a creative, which had to be clear and honest. While youth - appreciative audience, if we try to pull her head unnecessary values - it is bound to cause rejection.
Our creativity was as simple as possible, and really truthful youth. It came from within. We went from imposing false values that are not yet characteristic of this age. We did not talk like adults uncle: That's the picture that's such videos - take them! We were trying to express what young people want to believe. And young people do not want to rationality, responsibility and forethought of action. She wants to have fun! That is why, embodying the ideas, we have resorted to unconventional move: instead of the usual advertising mobile operators young attractive characters, emphasizing the quality / cost of communication and "groomed" video. As the mood of the campaign we have chosen an unusual format fun. The basic idea was the struggle with boredom: "Hey, we have - fun, you want - come to us! However, it is easier to deal with boredom! "To create telecasters was chosen technique stop-motion, and their heroes were the subject of" living "next to us in everyday life - tape, socks, irons, shoes, etc. World YoYo all these subjects are actively cooperating, defeating boredom: communicate, make friends and have fun in every way.
Christina Koshkodan, director of marketing for Moldcell:
Due to the lack of product on our market, fully consistent with the expectations of young people, both in the aspect of price and in terms of communication styles, we came to the idea of creating an entirely new proposal that can satisfy all the needs of this audience. The main objective was to unite young people around a common idea, namely to provide it to the endless socializing with friends, people with matching interests.
When faced with a choice in front of us agency, we decided to be based not on geography, but primarily on the potential product. And at that time we have heard of creative bureau Sahar as one of the most creative and crazy in a good agency in the territory of the former Soviet Union. However, the tender was organized, and the choice is based on the methodology of developing a new brand represented by each of the agencies involved in the tender. We proposed several concepts of positioning and a few creative ideas, each of which has been tested on a segment of users. Thus, together with potential customers, we made the best choice. Fortunately, the "foreignness" agency and the distance in no way affected the quality of communication between us, the client and the agency. Many issues can be resolved through modern means of communication such as conference calls, ICQ, and so forth. If the need arises, we will, of course, went to each other at the meeting. The team worked on the project from our side, fascinated by the results. It is necessary to observe the reaction of customers.
Svetlana Baryshnikov, project manager creative bureau Sahar:
Nice to make a product that then can be proud of! It is with this spirit, our whole team has worked on the project. We enjoyed working together - it was our common cause, and each "sick" for the result. We are always grateful when the client allows you to bring all of our brave decisions and get fully the result, which was originally conceived. It's nice to work with professionals, especially when they are ready to create a memorable custom product, a close target audience. Special attention should be filming process. Within 5 days on a single set of parallel was shot once the two rollers. Since there has been used a stop-frame animation - the process was very laborious. But best of all, that this story has a continuation ...
via # image216605
The campaign uses a maximum of communication channels: TV, Internet, outdoor, guerrilla advertising, advertising in the press and on the radio, BTL, and promotions.
Alexander Rodionov, creative director of creative bureau Sahar:
Our task was to come up with the creative concept for the new youth project. Moldcell wanted to create a unique product that definitely could stand in the general information flow. Today, advertising space is filled with people who talk about some benefits, give a lot of advice and impose psevdoemotsionalnye value. And since we have been working for a younger audience, it was necessary to come up with such a creative, which had to be clear and honest. While youth - appreciative audience, if we try to pull her head unnecessary values - it is bound to cause rejection.
Our creativity was as simple as possible, and really truthful youth. It came from within. We went from imposing false values that are not yet characteristic of this age. We did not talk like adults uncle: That's the picture that's such videos - take them! We were trying to express what young people want to believe. And young people do not want to rationality, responsibility and forethought of action. She wants to have fun! That is why, embodying the ideas, we have resorted to unconventional move: instead of the usual advertising mobile operators young attractive characters, emphasizing the quality / cost of communication and "groomed" video. As the mood of the campaign we have chosen an unusual format fun. The basic idea was the struggle with boredom: "Hey, we have - fun, you want - come to us! However, it is easier to deal with boredom! "To create telecasters was chosen technique stop-motion, and their heroes were the subject of" living "next to us in everyday life - tape, socks, irons, shoes, etc. World YoYo all these subjects are actively cooperating, defeating boredom: communicate, make friends and have fun in every way.
Christina Koshkodan, director of marketing for Moldcell:
Due to the lack of product on our market, fully consistent with the expectations of young people, both in the aspect of price and in terms of communication styles, we came to the idea of creating an entirely new proposal that can satisfy all the needs of this audience. The main objective was to unite young people around a common idea, namely to provide it to the endless socializing with friends, people with matching interests.
When faced with a choice in front of us agency, we decided to be based not on geography, but primarily on the potential product. And at that time we have heard of creative bureau Sahar as one of the most creative and crazy in a good agency in the territory of the former Soviet Union. However, the tender was organized, and the choice is based on the methodology of developing a new brand represented by each of the agencies involved in the tender. We proposed several concepts of positioning and a few creative ideas, each of which has been tested on a segment of users. Thus, together with potential customers, we made the best choice. Fortunately, the "foreignness" agency and the distance in no way affected the quality of communication between us, the client and the agency. Many issues can be resolved through modern means of communication such as conference calls, ICQ, and so forth. If the need arises, we will, of course, went to each other at the meeting. The team worked on the project from our side, fascinated by the results. It is necessary to observe the reaction of customers.
Svetlana Baryshnikov, project manager creative bureau Sahar:
Nice to make a product that then can be proud of! It is with this spirit, our whole team has worked on the project. We enjoyed working together - it was our common cause, and each "sick" for the result. We are always grateful when the client allows you to bring all of our brave decisions and get fully the result, which was originally conceived. It's nice to work with professionals, especially when they are ready to create a memorable custom product, a close target audience. Special attention should be filming process. Within 5 days on a single set of parallel was shot once the two rollers. Since there has been used a stop-frame animation - the process was very laborious. But best of all, that this story has a continuation ...
via # image216605