A. Film
B. Press
C. Outdoor
D. Radio
E. Film Craft
F. Design
G. Interactive
H. Creative use of Media
I. PR projects
J. Marketing Services projects
K. Advertising Campaigns
G-5-12. Yes of' Corsa
| Agency | R&I Group |
| Creative head | Alexey Leybovich |
| Author of idea | R&I Group |
| Product | Opel Corsa |
| Description | yesofcorsa.com/ The big idea. To find an ad-marketing language that would be easy to use in order to get the main message to the TA. Opel Corsa is a modern vehicle for the advanced and modern young adults. Also, the idea was to integrate the phrase Yes, of’ Corsa into the vernacular of the modern young adults. This is how the idea of the nontraditional ad campaign using indirect influence on the TA was born. The target audience of interest consists of the representatives of the new Russian subculture called hipsters. The hipsters are young, independent, successful, and corky. They strive to look different than the rest of us. Due to the fact that the TA (the hipsters) dont believe in the traditional ads especially the Russian ones, we decided to express it in a foreign language. This was the only way we could get their attention. This TA trusts everything European and that's why we decided to use one of the most intriguing and bizarre languages, Swedish. Hipsters are cosmopolitan and well educated people and that's why they usually know a couple of foreign languages such as English, French, Spanish, Italian ... but not Swedish! The message in Swedish is a nonstandard way of communication that draws more attention. Besides, Swedes are associated with the European hipsters' movement and subcultures in the minds of our hipsters. We wanted to achieve the following: a) to create the campaign that feels European, b) to make the TA trust the brand and to create positive emotions in the context of the project as a whole. The made-up slogan "Yes of’Corsa" was smoothly integrated into the campaign and was the universal answer for all the TA's questions. |
| Team members | Creative director: Alexey Leybovich Copywriter: Sergey Batischev Art-director: Denis Bushuev, Dmitry Karpovsky Designer: Aleхandr Malyshev Account manager: Helena Olina |
