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
H-02-07. Personal auto center
| Agency | TDI Group |
| Creative head | Alexander Zazheko |
| Author of idea | TDI Group |
| Product | Auto center “Atlant-M Sukharevo” |
| Description | Task: To develop the advertising campaign aimed at revealing the positioning strategy of “Atlant-M Sukharevo” being a personal auto center. Target audience: Men 25-55 years old. They are loyal to the brand VW and to the auto center “Atlant-M Sukharevo”. They like comfort, appreciate quality and personal income. Insight: It’s a pleasure for me to know that the auto center I’m serviced by remembers my name and pay attention to my wishes and problems. Idea: What if a personal approach goes beyond live and telephone communication and extends to something, which is not expected – to outdoor advertising?! Solution: In the framework of the advertising campaign we analyzed the list of “Atlant-M Sukharevo” customers and selected the most widespread names from the list. Through these mockups the existing customers of the auto center were addressed personally. We also turned to large potential customers. For this purpose the billboards and banners containing personal addresses were located close to the places where they live. Results: 1. In the framework of the advertising campaign a unique media strategy with focus on real people was developed. 2. “Atlant-M Sukharevo” auto center showed great attention for their current and potential clients, demonstarated personal service and not only business but also personal attitude. 3. The advertising campaign allowed to demonstrate the positioning strategy of auto center “Atlant-M Sukharevo” being a personal one. 4. The campaign resulted in formation of positive emotions of the auto center customers and caused numerous positive customer reviews. |
| Team members | Alexander Zazheko - Creative Director Nadezhda Shonina - Designer |
