
Agency	TDI Group
Creative head	Vitaliy Semenenko
Author of idea	TDI Group
Product	vodka brand Medoff
Description	Situation. In 2012 new vodka brand “Medoff” appeared on the Belarusian market. In order to render support to the brand, communities in social networks Vkontakte and Facebook were created, the main topic of such communities became current positioning of the brand “Sweet Life”. Problem: unknown brand cannot attract a lot of users, so in order to encourage increase in the number of fans in the communities, it was necessary to develop nonstandard activities. Brand audience is easy-going young people who always tend to get the most out of their lives. Solution. Each of us has his/her own circle of friends. Together we go to clubs, make home parties and rave at the open air festivals. Each of us considers his/her friends to be the most cheerful and close-knit. We decided to give our users a chance to demonstrate this. We created the project, in the framework of which these people were encouraged to hang out, relax and get money for it. Medoff Party Heroes. Actually this project became a creativity competition. The participants were required to arrange the coolest party ever, invite one of the brand ambassadors (or party heroes) and if your party turns out to be the coolest one you will receive 1000$. Competition promotion was enabled due to the original idea and the participation of famous social people, who acted as brand ambassadors. Journalist, entertainer, photographer – all these people are opinion leaders for our target audience. Current results: 12 unique parties, selected out of 40 applications, took place in the framework of the competition. The website dealing with night life issues geometria.ru on a free basis started to cover the project issues. The promo commercial has been watched 10 000 times on YouTube. More than 6000 users joined the communities within the first three months of their existence. Total number of communities unique entries – more than 10 000 times. www.facebook.com/medoffsweetlife?fref=ts vk.com/medoff_sweetlife2
Team members	Vitaliy Semenenko – Creative Director Alexey Ventskevich – Copywriter

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