
Agency	TDI Group
Creative head	Sergey Filazapovich
Author of idea	TDI Group
Product	Sochnyj Vitamin
Description	Vlad Denyakin, a 9-year old boy, has been the most recognizable brand character in Belarus for several years. Since Vlad turned 4 he has been a spokesmodel for fruit juice and nectar trademark “Sochnyj”. When the boy appeared in the commercial for the first time, he managed to steal the hearts of TV viewers all at once by saying funny phrases to his on-screen relatives. Problem: Years later the boy grew up and his funny phrases didn’t have the same “touching” effect on the audience as they used to. Tasks: To return the interest to the brand character. To announce the introduction of the new product “Sochnyj Vitamin”. Insight: people start to appreciate a lot of things only when they lose these things. Solution: Stage 1: Launch of a new teaser commercial screening the boy announcing that he is leaving. It seemed that the grown-up actor is leaving the advertising series. The appearance of the commercial caused hot discussions, including discussions in the Internet. For the period of 3 weeks upset viewers were making calls to the company Oasis Group, the owner of the trademark “Sochnyj”, and were asking them to bring the boy back. Stage 2: Three weeks after the intrigue, a pleasing commercial announcing the introduction of the new product and informing about boy’s return appeared. In this commercial it was stated, to everyone’s relief, that the boy was just leaving for the store in order to buy juice. Results: due to this teaser we managed to trigger discussions and gossiping about the fact that the most recognizable brand character of Belarus was leaving the advertising industry. This idea made the target audience worry, as these viewers had been following the life of the advertising series character for many years. The ending (resolution) was the announcement of the launch of the new product “Sochnyj Vitamin”, possessing the unique characteristics, and it also became the relief for the viewers in terms of the fact that the boy stays in the advertising industry. The market share of the TM "Sochnij Vitamin" increased by 20% after revealer launched and it’s still abreast at the same level. www.youtube.com/watch?v=cQQsug8TagQ&list=UU7XEJB7Kq6OvwFmnjVPjNJw www.youtube.com/watch?v=lV4iLCxlYCI&list=UU7XEJB7Kq6OvwFmnjVPjNJw&index=5
Team members	Sergey Filazapovich - Creative Director

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