"For a mere penny" - a new zamanuha "Eldorado" replace "Sosa for a penny"

"Eldorado" begins a new image campaign in the federal air.
The company "Eldorado" has long earned the reputation of an active player who is able to successfully anticipate the actions of competitors and continuously strengthens its leading position in the market.



Competition in the retail non-food daily increases, and the consumer is becoming more demanding on the quality of service and the proposed range. That is why in 2006 the company "Eldorado" made a strategic decision to hold a series of global internal reforms designed to bring the company to a new, higher level of development.


Informal rollers:











Follow these steps:
• began restyling network (corporate identity color changed from blue to yellow-red-black - more dynamic, vibrant, energetic, and changed the interior design shops)
• The range of medium and high-price in segments.
• substantially increased investment in staff training, increased service quality standards today "Eldorado" offers not only the lowest price but also the best service. Thus, taking into account all the interests of the modern consumer.




Official videos:














To educate the public about these changes, in March the company "Eldorado" announced a tender for advertising services in 2007/2008 and invited him four leading network agencies. The most interesting were recognized concept proposed by the agency Instinct, which was announced winner of the tender.
This campaign - the result of joint work team of the agency Instinct and the company "Eldorado". A series of bright spots of image focuses on the fact that "El Dorado" - is not just a "homeland of low prices", but also a network of shops with high quality service.
As we had to say?
• Feel (even aggressive), do not hesitate, with jokes that should go to the people, in the spirit of previous campaigns bright "Eldorado».
How do we do it?
• In order not to become another company that excessive pathos talks about improving their service, we went a different way and invited resident Comedy-Club - the charismatic and "evil Belarusian gopher" Vadik "Rambo" Galygina as brand-speaker. The main thing we wanted to - to preserve its image and style of construction of monologues, which are so impressed by our target audience.
• Vadik Galygin identified the role of senior vendor teaching staff - that is fully correspond to reality: in the training system "Eldorado" as consultants and coaches the sales staff often act the director's most successful stores.
• The result is a promotional series, each episode of which Vadim emphasizes the key benefits of the "Eldorado": reasonable prices, excellent service, wide range, etc.

Since June 28, the new image campaign "Eldorado" can be:
seen on the central TV channels, outdoor advertising, in the weekly newspaper "El Dorado»;


heard on the radio federal.



Creative Group:
"Eldorado»:
Advertising Director: Tatiana Ivakin
Advertising Manager: Maxim Kovalchuk
Art Director: Oleg Khamidov

Creative agency Instinct:
Creative Director: Roman Firayner, Yaroslav Orlov
Art Director: Shamil Sharifyanov
Copywriter: Maria Spring
Producer: A Novel Fatty
Manager Strategic Planning: Harina Olga
The team of new business: Anna Itin, Anna Gorbenko, Julia Ivanova

Productions studio Okey-Dokey
Producer: Peter Ilyin
Director: Gleb Orlov
Operator: Pavel Kapinos
Photographer: Daniel Golovkin





via / Instinct