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26.01.2006
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Pall Mall realized a New Year's ad campaign
In 2005 the design of Pall Mall packs was changed. It became brighter, more stylish and modern. The brand's reload was supported by an extensive advertising campaign in streets of cities, in press, places of sales all over the country and could not remain unnoticed.
Pall Mall built all the campaign on demonstration of packs of cigarettes, thus it cannot be named only a product one. The new world of the brand has something in common with views and way of life of target audience - positive, dynamical, fashionable people interested in everything new and appreciating everything non-typical, what is emphasized due to the interesting slogans - clear and, at the same time, emotional, which play an important role in the ad of Pall Mall.
In January it was launched with thematic winter campaign.
As well as it is inherent to the young courage of Pall Mall, in New year it presumed a game element.
The weight of January campaign was essential enough - 500 boards 6Х3 in streets of Moscow and 120 in St.-Petersburg. City formats and advertising in the underground were also used.
Besides in streets of Moscow and St.-Petersburg some examples of non-standard outdoor advertising of Pall Mall appeared at once.
In the New Year's campaign Pall Mall uses more space for dialogue, than a standard 6Х3 board can give.
On January 14 (on the eve of old New Year) Pall Mall took off the present gift package and with brightness inherent to the brand wished everybody Happy New 2006.
The concept of Pall Mall advertising campaign is developed by Propaganda Ogilvy advertising agency (Russia).
Creative teamwork:
Creative director: Holger Poshl
Copyrighter: Olga Elenskaja
Art-director: Anastasia Glybina
Account management: Arcady Ivanchenko, Irina Mihajlova (Account Director), Semen Petrakov (Account Manager)
Strategy: Irina Levin
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