
Agency	Very well
Creative head	Illya Latyshev
Author of idea	Iryna Latysheva
Product	Taxi
Description	A new taxi service is being created in Simferopol. Analyzing the situation, we define that there are no obvious competitive advantages: market average pricing policy, standard list of the services, absence of the unique proposition. We count exclusively on the creative part and emotional component. Task: to create the catchy brand and to quickly promote it to the market, to attract the maximum number of the clients for a short period. Idea: to create a positive, non-standard character which will personify the brand. We choose an elk. We create a logo, think up a slogan, make a mascot, work out a site. Teasing stage: on the boards and citylights of the city there appears the plot that the elk is looking for a job. The interest is stimulated by the promoter’s appearance at the city streets wearing the elk costume who walks, looking through the advertisements on the posts, enters cafes to buy some ice-cream, sits on the benches, looks at passers-by, and answers the amazed looks and questions of the passers-by: «I am looking for a job». In the social networks there appears a new account – the Crimean Elk. The character actively makes friends and posts its photos in different life situations. Pleasing stage: on the outdoor media there appears a new plot informing that the city character has found a job in the same-name taxi service. A massive campaign is launched over the radio narrating about the new Elk Taxi. The activity continues in the social networks. The number of the friends grows, the thematic photomaterials are posted: official checkup having, the elk is waiting for clients’ calls, etc. The promoter in the elk costume hands out fliers in the streets and in shopping centers. Our character takes part in town life – it helps at the community work day, gets invitations to take part in other actions. Outcomes: swift growth of the popularity in the network, daily increase of the call number, growth of the number of the subscribers in the social networks, active brand promotion.
Team members	Illustrator: Edem Yakubov Designer: Antov Prokofiev Web designer: Aleksandr Goncharionok Copywriters: Iryna Latysheva, Svetlana Panina Manager: Svetlana Sheluhina, Elena Emelianova BTL: Iryna Shestak

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