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
F-10-07. APRIL
| Agency | AIDA Pioneer |
| Creative head | Dmitry Apolenis |
| Author of idea | Lapanik Valeria |
| Product | washing powder APRIL |
| Description | Objective: Development of creative concept of promotion of detergent April at points of sale. Solution: Wobblers is the only media channel that is used in this concept. At the same time, it easily conveys to the target audience the main advantage of any high quality detergent: the ability to wash out any, even the most difficult stains. Because non-standard placement of wobblers is used: not on the shelf with detergent April, but on the shelves with products that leave the most difficult stains: tea, coffee, juices, berries and fruits, ketchup and sauces, paint and red wine, tomato and cream and etc. Wobblers are stylized to the image of a washing machine. The drums are cut off. So when consumer is passing along the shelf, he will see the product, that we want. This approach adds interactivity, so it will attract more attention to the advertisement, as well as its versatility simplifies manufacturing. The advantage of the concept is that we appeal to the target audience precisely at the moment, when they make purchases, so the opportunity of purchase of the detergent after contact with promotional materials increases. |
| Team members | Creative director Dmitry Apolenis Deputy creative director Valeria Lapanik Art-director Alexey Shklyanko |
