Projects

Campaign Goals:

• To promote the Network own trade marks
• To promote Pyatyorochka brand
• To build audience awareness of Pyatyorochka family values to spend time on family rather than cooking

Solution:

• We invented and launched the exclusive New Year's TV show based on two winning ideas - ‘The Blue Light’ every-holiday special format plus a culinary workshop within the show
• Pyatyorochka brand integration within the show included various options: from the hosts’ liners & studio branding (branded Champagne glasses, New Year’s décor, graphics on the large screen) to humorous sketches, x5 club jingle and Pyatyorochka brand transition into the TV channel brand
• The brand Pyatyorochka had a wide presence on air outside the show within graphic promos & hosts’ teasers announcing the show during the entire month of December

Campaign Goals:

• To build awareness of Jacobs Monarch rebranding
• To shatter Monarch’s perception as the manufacturer of cheap instant coffee
• To grow awareness about Monarch bean coffee

Solution:

• We entered into the partnership with Konstantin Ivlev, the top chef of Russia, and Young Knives show on Pyatnitsa TV Channel
• Monarch brand was integrated in a special scene with the Chef enjoying Monarch bean coffee between culinary content participants’ performance evaluation
• We also launched the viewers’ contest on the micro-site throughout the entire project inviting users to participate in the contest and win a super prize sponsored by Monarch (a coffee machine)
• The contest idea was to forecast & vote for who might be the likely winner in the next show episode

Campaign Goals:

• To inform viewers about Pyatyorochka retail chain new locations within the regions (regional expansion)

Solution:

• We produced a short story telling viewers how a relocation to an unfamiliar town works
• The brand Pyatyorochka via its shops became a faithful reliable friend in a place where you have never been

Campaign Goals:

• To increase brand awareness & inform about OPPO Flip new smart phone model

Solution:

• We produced a humorous series of advertising spots on the eve of the wedding season. The creative idea transformed a new smart phone model to a wedding ring box
• The key project influencer was Olga Buzova, a very famous TV host
• The further omni-channel communication (TV, digital, life-style media, social media) of the idea to propose with Buzova’s smart phone turned the info province into a real sensation
• Prior to advertising spots launch on TV an intrigue campaign was launched in digital – What happened in Stars in Africa during production? Show participants placed backstage announcing a special event which took place in Africa

Campaign Goals: 

• To support the Family year declared in Russia
• To support the wedding seasons
• To create a new wedding ring standard
• To create the image of SOKOLOV as the best solution for wedding rings

Solution:

• We developed of co-branded wedding ring collection in collaboration with Pyatnitsa TV channel and ‘4 Weddings’ show
• The project ecosystem covered the brand presence in digital (viewers could win a pair of rings every week in TG), on TV (contest promos & show promo spots), as well as the licence to co-branded packaging (co-branded boxes, banners, POSM and product cards on the SOKOLOV website)

Campaign Goals:

• To increase audience awareness that

1. renovation with Petrovic is easy
2. Petrovich is the expert in building materials
3. Petrovich's services cover all customer needs related to repair and construction

Solution:

• We produced an exclusive large-scale branded content which stands out from competitors. The brand Petrovich and its products were natively integrated with the content becoming an integral part of it
• This AFP content ignited the creative idea of the show which balances between construction and psychology called I WANT TO CHANGE. The show idea was developed by ADV Content in partnership with Petrovich TNT

Campaign Goals:

• To inform viewers about Cherkizovo production process from the counter to the farm

Solution:

• We produced a series of short form content for Youtube which dwelled upon every stage of the production process

Campaign Goals:

• To increase brand awareness among younger audience with a limited advertising budget

Solution:

• We entered into a partnership with the TV series main character on the TV channel with a young audience. This partnership included placement of promo spots announcing new series.
• Viewers and subscribers of the TV channel, as well as Pyatyorochka guests were invited to find favourable offers from brands just like in a real detective story.
• Promo spots highlighted STM Pyatyorochka as well as its partners (not belonging to ‘x5 Group’) promotions. This partnership resulted in 4 times financial burden reduction on the advertiser.
• The main TV series character also voiced over Pyatyorochka's ‘radio’ in 1,500 shops across Russia. Detective Mukhich told guests about current promotions and encouraged them to watch his new TV series on TNT.

Campaign Goals:

• To inform views about Hyundai’s investments into decarbonization

Solution:

• We produced a short story in the TECH MIRACLE themed project on NTV TV channel which told a detailed story of tech solutions introduced by

Campaign Goal:

• To inform viewers that Rexona is a reliable deodorant in any situation including extremes once and produces a great protection with sweat and odour for 96 hours

Solution:

• The brand was integrated in the hottest project on TNT – Stars in Africa where contestants live in extreme survival conditions on Africa where Rexona comes as a great help to them

Campaign Goal:

• To increase conversion

Solution:

• Branded in-program-messages with QR code were aired on TNT TV channel with the most relevant to target audience programs
• Scanning a QR-code viewers continues to the web-site or OZON app where they could purchase a diffuser with a 10% discount

Campaign Goals:

• To increase engagement and conversion

Solution:

• Perekrestok was integrated into a culinary show Simple Kitchen where the Chef used products from Perekrestok for cooking
• During product placement a QR code appeared on the screen which led to the backet with products used by the Chef in the current episode
• Show episodes were also placed on Youtube channel with a link to Perekrestok web-site. Therefore, used could cook “live” with the Chef
• Additional digital campaign on digital CTC resources (a multi-media roll) secured an extended audience reach