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20.02.2006
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Ad campaign of "Betalink" and Samsung
It is the first stage of "Betalink" marketing strategy in 2006, the general slogan of which is "It is time to make new!".
The campaign is supported on the central and decimeter channels of TV, on radio, in the underground and outdoor in Moscow, St.-Petersburg, Chelyabinsk, Kursk, Rostov, Kazan, Samara and Krasnodar.
In 2006 all kinds of image activities of "Betalink" will be directed on promotion of the concept of Shops of mobile novelties. Olesya Makarenko, "Betalink" company marketing director, thinks, that "in the moment in sphere of mobile retail term of seeking for an equivalent to ones "old" phone has noticeably shortened. By the end of 2006 in Russia this parameter can decrease to 11-13 months. This tendency means that in consciousness of consumers the desire to buy phones of newer models prevails over an aspiration to get devices at as much as possible low price. Needs and priorities of users are varying. The concept of our positioning "Novelties in Betalink" is called to adequate to the choosing awareness of consumers."
For strengthening of the effect of the promotion action "Betalink" has decided to give an audience an appeal to action. "The appeal should be laconic and remembering, - Mrs. Makarenko declared. - And we decided to create our own neologism which would designate everything connected with new"
In February-March the most actual and stylish service of the Shops of mobile novelties - aerography - will act as the main object of the campaign attention. In honour of three future festivals, when buying the phones by Samsung, "Betalink" will give as a gift pictures-aerographes for these devices.
Aerography is a way of image drawing on a case of a mobile phone, identical to a method of design of cars with pictures. Each order is executed by an artist-designer individually, manually.
The campaign "It is time to make new!" will be passing during 2006.
Creative teamwork:
Radio:
Agency: Audio-Art
Production-studio: Audio-Art
Creative director: Anastasia Denisenkova
Copyrighter: Svetlana Soldatova
Sound producer: Vyacheslav Loparev
TV and models for outdoor and underground:
Creative: Jump Ad Agency
Art-director: Aleksandr Kovalenko
Creative director: Anastasia Morozova
Flash-animator: Pavel Arsenyev
Designer: Nadezhda Schastlivtseva
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