
Agency	digital agency "ИНАЧЕ"
Creative head	Kasyanenko Rostislav
Author of idea	Turshin Sergey
Product	restaraunt Yakitoriya-na-Steklyashke
Description	Target: To create the resonance around the Monument dedicated to beloved people “The Source of Love”, to remind the reasons of its installation behind the restaurant of Japonese cuisine “Yakitoria”, to attract the Mass Media attention to the fifth anneversary of the restaurant. Problem: Three years ago the restaurant of Japonese cuisine “Yakitoria” that is situated not far from the subway station “Uneversitet” (“University”) named by students “Steklyashka” (“Glass piece” ;) in Kharkiv, UKRAINE, very popular students meeting place – installed near its doors the memorial “Energy Source of Love” supposedly initiated by the NGO "Kharkov - the romantic capital". Three years later the memorial lost the attention of publicity that began to indulge it in oblivion. Idea: Our agency proposed to “Yakitoria” to make a real reason of the monument removal – the destruction of the monument “Source of Love” in direct sense of this word! An act of vandalism should had become a video virus that would rise boom around the restaurant, remind about the monument itself and become the first stage of the fifth “Yakitoria” anniversary PR campaign. Realization: The main area of the “sowing” (virus inoculation) we chose the “Kharkov Forum” (portal with several thousands visitors daily). The destroyed monument pics publication in the photo topic provoked the powerful discussion. The next day the discussion was heated up with the video publication downloaded by a “rubberneck”. In total we downloaded three video clips. The memorial turned out vandal-proof in fact and our “hero” could not broke it with the first attempt before he was “neutralized” by the restaurant security. So the second video showed us the hero broking the monument nonetheless after he was released by the restaurant security and running away very quickly! This video clip flared up the discussion on the “Kharkov Forum” one day later. One day later the restaurant direction made an official statement in Mass Media and told the history of the monument installation. They also promissed not to follow an “offender” and assumed themselves with responsibility to restore the monument. Results: First night of the promo project the topic got more than 600 visitors. Two days later after the video clips publication the views quantity exceeded 7 000 that are very high results for Kharkov. News of video incident in “Yakitoria” with the restaurant direction comments were published by 4 city portals that provoked the national Online Mass Media UkrInform, Obozrevatel (Reviewer), myNews to publish them also. When the virus stage of the project was finished our agency astarted the practical stage and announced tender for the new monument best project among achitects, painters and sculptors of our city. Also the most romantic couple competition among the restaurant visitors was announced that would give the winners the right to open future memorial. The 5th October the opening of new memorial for beloved people took place in Kharkov which have been preceded with March of the Romantics to the restaurant “Yakitoria” building. Budget: The budget of the first (virus) stage of the promo project was $ 4.000 40% of total amount was spent to the sowing (SMM manager and influance agent fees) 15% - copywriter and creative group service 20% - production group and actors service 25% - agency revenue
Team members	SMM-director: Kharchenko Anastasiya Copywriter: Мichael Кrasiuk Production director: Philipp Puzanoff

http://www.youtube.com/watch?v=iD6DFJNtH94

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