Brief:
Russian Standard is Russia’s number one premium vodka, but competes in a heavily price promoted category. My Agency’s challenge was to develop a creative vehicle and flexible graphic device for a promotion that could bring the brand’s premium credentials to life across every consumer touchpoint and be used by Russian Standards media partners in sponsorship, sampling, events and PR.
Solution:
The ‘Meet the Russian Standard’ campaign positioned Russian Standard Vodka as the curator of Modern Moscow’s dynamic and vibrant culture and included a competition to win 90 VIP trips to experience it first-hand. The campaign included media partnerships, sampling and merchandising in 200 top end clubs and bars, and promotional activity across all off-trade retail channels.
My Agency created and implemented the stylish graphic, based on the idea of 24 hectic hours in Moscow, across advertising and the retail and brand engagement materials, utilised by activation partners i2i's experiential team.
Results:
The campaign generated over one million consumer contacts and helped Russian Standard Vodka become the UK’s number 2 selling vodka brand behind Smirnoff. The campaign is now being rolled out across other global markets.
'Meet The Russian Standard' identity designed and implemented by My Agency across advertising, on and offtrade POS and promotional material, branding & digital.
The competition winners enjoying the sites of Moscow
