A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS
G-04-33. Tuc: Join the Yellow Side
| Agency | Adpro Ukrainian Partner of isobar |
| Creative head | Tomas Gruzdys |
| Author of idea | Yana Gorbacheva |
| Product | Cracker Tuc |
| Description | Situation A year after the massive ATL-launch of Tuc in 2011, cracker category started decreasing. Meanwhile, its TA (18-30, urban) dealt with the aggressive advertising pressure and hardly noticed direct ads, trying to escape from boring daily routine and have fun, generated by someone else. Challenge To become a part of TA’s everyday life, while TA has no time for cracker. To increase loyalty level (repeat purchases), keep sales level on declining market. Idea Yellow Side – platform of never-ending fun, content, games. Place without daily routine. Solution To involve users into deep communication with the brand, agency decided to create digital platform «The Yellow Side» , which together with promo-site, social networks and mobile applications brought daily fun and entertainment in TA’s life, creating TUC consumption moments. All activity was fun, simple and easy to share in Social networks. Results 7000+ promo-activities participants (9 times exceeded the plan) 135 000+ web-site visitors (exceeded the plan by 35%) +6000 fans in Vkontakte (+387%) +5700 fans in Facebook (+27%) Tuc consumption increased by 9% among internet users, while its consumption decreased by 32% among non-internet users |
| Team members | Vitaliy Kulko – Production Director Igor Tkachenko - Production Manager Artem Brin – Designer Denis Sakharov – Strategic Planner Eugene Radchenko - Group Account Director |
