sovero media (engl)
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Sovero media presentationTRANSCRIPT
SOVERO
Columbus Media International Group
2011
About us
About the Agency
1996, successor to legendary Vneshtorgreklama
established in Soviet Union in 1964
$35 mln.
Media planning/buying, full scope of BTL, creative, production
50 professional specialists
ACAR (Association of Communication Agencies of Russia)
Moscow
Membership
Staff
Services
Born
Billing 2010
Head Office
partner markets associates
50 offices covering 68 territories
NA Canada
USA
LatAm Argentina
Brazil
Mexico
Peru
Puerto Rico
Uruguay
Venezuela
EMEA Baltics, Belgium, Bulgaria, Croatia,
France, Germany, Greece, Ireland
Italy, Netherlands, Poland
Portugal, Romania, Russia, Spain,
Sweden, Turkey, UK, Ukraine
APAC Australia
Japan
China
India
Malaysia
Singapore
Taiwan
Our Global Partner - Columbus Media International
Our Clients
Sovero Media: why we?
Understanding of specificity of the local market
+
Service of the international Agency
Agencies
Network Independent
Media groups Local
Plus
Size International experience Technologies Knowledge Staff Prestige Stability
Minus
Size
Bureaucracy
Speed
Dependence
Rotation of
clients
System of
priorities for
clients
Expensive
Plus
+ Size
International
experience
Technologies
Knowledge
Staff
Prestige
Stability
Plus
+ Size Local experience Speed Less AC Knowledge Focus on a client
Plus
Size Local experience Speed Less AC Knowledge Focus on a client
Minus
Size International experience Technologies Staff Instability
Outdoor
&
Indoor
Outdoor
Client: Transmark Company
Brand: Miller
Project: Out-of-door advertising
3x6 billboards campaign – “Night
city in Miller style”.
Execution: 3x6 billboards with
unique combination of light-
emitting diodes and special effects.
Full volume imitation of light,
shades and sizes of the real night
city styled in frames of international
advertising campaign.
Geography: Moscow,
St. Petersburg and million-strong
cities
Outdoor
Client: Transmark
Brand: Miller
Project: Advertising Campaign
«Miller - it’s Halloween –
it’s Miller time»
Execution: Street banners with the
pumpkin as the light-emitting diode ex-
tender.
The first short-term project of street
banner with the light-emitting diode ex-
tender in Moscow
Geography: Moscow
Outdoor
Client: Sportmaster
Brand: O’STIN
Brand: Columbia
Brand: Merrell
Project: Out-of-door campaign - more than 3 000 billboards
with exceptional level of maintenance
Geography: 38 Russian cities
Indoor
Client: Pernod Ricard Rouss
Brand: Chivas Regal
Project: Manufacturing and placing
of unique indoor advertising
construction
Decision: The construction was
placed in atriums of shopping
center “Evropeysky”. Still it is the
largest ever been indoor advertising
construction in Russia
Geography: Moscow
TV
TV
Client: R. TWININGS AND COMPANY LIMITED
Brand: Twinings Tea
Project: TV media campaign
Execution:
Channels in Moscow: Perviy, Russia, CTC,
Domashniy, DTV
Channels in Saint Petersburg: Russia, CTC,
Domashniy, 5th Channel, DTV
Message format: - 30”, 20”,10” videos
Campaign efficiency:
Moscow: 87% of the Target Audience watched a
video in average 19 times
Saint Petersburg: 80% of the Target Audience
watched a video in average 12 times
Geography: Moscow, Saint Petersburg
TV
Client: Luigi LAVAZZA S. p. A.
Brand: Lavazza Coffee
Project: Local TV campaign
TV Channels:
Perviy, Ren-TV, DTV
Message format: a 30” video
Campaign efficiency: 77% of the Target
Audience watched a video in average 6
times
Geography: Moscow
TV
Client: United Confectioners
Brand: Vdokhnovenie
Project: National TV campaign
TV Channels:
Channel One, Russia, CTC,
Domashniy, DTV, Euronews, 5th
Channel (in Saint Petersburg)
Message format: 35”, 20” video
Campaign efficiency: 90% of the
Target Audience watched a video
in average 10 times
Geography: over 50 cities
TV
Client: Dr. Reddy’s
Brand: Nise Gel
Project: National TV campaign
TV channels: Rossiya and Domashniy
Format - 30” commercial
Creative of the commercial belongs to
the Agency.
Geography: Moscow + regions
Brand: Senade
Project: National TV campaign
TV Channels: Rossiya and 5 channel
Format – 10”, 20”,30” commercial
Creative of the commercial belongs to
the Agency.
Geography: Moscow + regions
Client: Mirax Group
Brand: Mirax Group
Project: National press campaign
Execution: glossies Life Style and luxury, on-board
press
Unique placements: “house” inside an envelope, post
package tape, perforation
Geography: Russia
Client: AutoMir
Brand: AutoMir
Project: Image company
Execution: Male gloss: placement of branded
advertising tapes on the magazines, special full-color
printed envelopes for magazines
Geography: Russia
Client: Synergy
Brand: Beluga
Project: Premium
national campaign in press
Execution: placement in glossies, thick paste,
gate folder and weeklies in the clip
Geography: Russia
Client: Pernod Ricard Rouss
Brands: All
Project: National complete PR support
Execution: Development and
implementation of PR campaigns for 11
brands – more than 3 years
Geography: Russia
Client: Dr. Reddy’s
Brand: Mycoflucan
Project: Brand positioning campaign
in press
Execution: Creation and placing of
advertorials in women’s magazines
Geography: Russia
Internet
Client: Mirax
Brand: Asrta Montenegro
Project: launch of campaign increasing BA of Astra Montenegro among target: “Montenegro is the best place for real estate purchase”
Execution: re-launch of company web-site, increasing the traffic and number of calls to the call-center, placing of banners at chosen sites
Chosen sites: Mail.ru, Vedomosti.ru, Gismeteo.ru, Sob.ru, Homeweek.ru, Domex.ru, Bn.ru, Gdeetotdom.ru, Timesonline.co.uk
Message format: banner formats 240х400 and 180х200, text-graphic block
Period: March 23 – May 03 2009
Campaign efficiency:
Advertising banners were shown more than 20 mln times
The scope of the audience composed more than 6 mln. unique users (2.3 times higher than planned)
The CPT index was much less than planned.
7.813 people were attracted to the site as newcomers.
The campaign was recognized as the most efficient internet campaign of the customer
Internet
Client – Dr. Reddy’s Laboratories
Brand – Mycoflucan
Project: National advertising campaign
Execution: Creation of banners and placing in
social networks
Chosen sites: Pochta mail.ru, Mail.ru,
Vkontakte.ru, Odnoklassniki.ru
Message format: banner 240х400
Period: October – November 2009
Campaign efficiency:
27 999 unique clicks, 19 983 users visited the
campaign site via click
Geography:
Russia
Internet
Client : Layalina
Brand: Layalina magazine
Project: Advertising campaign
Execution: Creating and placing of banners at life-style sites –
Chosen sites: [email protected], Mainpeople.ru, Fashiontime.ru,
Spletnik.ru, Afisha,[email protected]
Message format: banner 240х400 and 600х90
Period: May 15-30 2010
Geography: Moscow
Internet
PR \ Events
Client: Pernod Ricard Rouss
Brand: Chivas
Project: project marking the brand out
among the rivals and creating of the
“Association of loyal brand users”.
Decision: The Agency recommended the
establishment of the first gentlemen-bar in
Moscow.
Lists of members-invitees were published in
the issue of Kommersant Weekend.
Campaign efficiency: 98 % of invitees
visited events.
“Association of loyal brand users” was
created efficiently.
PR&Events
PR&Events
Client: Bork
Brand: Bork
Project: launch of campaign increasing brand loyalty among target
Execution: Creation and launch
of the national TV campaign -
“Bork is the official sponsor of
TV football translations for
World Cup 2006”
PR&Events
Client: Cosmopolitan
Brand: Cosmopolitan
Project: launch of the special event for further
premiumisation of brand - Cosmopolitan Bikini
Bum
Execution: Organization of the event; pre-
and post-coverage: outdoor, indoor, radio
Message format: Billboards 3х6; Posters;
Flags in the airport; City-formats in long-
distance trains; Commercial 30 sec.
1923 girls who laid out the logotype Cosmo.ru
with their bodies on the sand during the event
Geography: Sochi, Krasnodar, Krasnodar
Territory
Campaign efficiency:
The Agency Guinness world record
was established
in Sochi!!!
Creative
&
POSM
POSM
Client: Different
Brand: Different
Projects: Own design and
manufacturing of booklets,
invitations, press-packs, brand
books. Different premium
materials
• Direct order of gifts from Asian
and European companies;
branding
POSM
Client: Pernod Ricard Rouss
Brands: Martell. Royal Salute 21, Kahlua, Malibu, Beefeater
Project: Strengthen premium brand positioning creating glorifiers for placing in luxury POS
Execution: Creating of exclusive
glorifiers and installations design
using modern premium materials
Geography: Russia and CIS
POSM
Client: Pernod Ricard Rouss
Brand: Martell
Project: Development,
manufacturing and installation of
unique advertising units
Execution: Placement of unique
branded installations in duty free
area, in the territory of airports and
retail.
Geography: Moscow
(Sheremetyevo -2), St. Petersburg
(Pulkovo)
Thank you!
14, M.Pirogovskaya str., Moscow, 119435
tel.: +7 495 775-55-90; fax: +7 495 775-55-91
e-mail: [email protected]
www.sovero.ru
Columbus Media International Group