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
H-1-7. Get Rid of Black Stripes
| Agency | Starcom Ukraine |
| Creative head | Alex Osadchiy |
| Author of idea | Andriy Rybkin |
| Product | Comfy |
| Description | Challenge Comfy wanted to promote their modern widescreen TV line-up specifically to people with old-fashioned TV sets. We had very strict budget limitations. But to reach desired sales levels, we needed substantial coverage through mainstream media, ideally TV. Delivering the message only to owners of old-fashioned TV sets, avoiding excessive spill over to the rest of the audience, is particularly tricky with such a mass media vehicle Insight Ukrainian TV is still mostly analog, and the majority of TV programs are transmitted in 4:3 format. But several popular stations have shifted to 16:9 format broadcasting. Viewers without the appropriate widescreen TV set would receive a program in 16:9 format with two obnoxious black stripes on the top and bottom of the screen. Activation We negotiated with several TV stations to run a visual announcement during the most popular shows that were transmitted in the new 16:9 format. This announcement was micro-targeted: transmitted on the lower of the two black stripes that violated the picture on old 4:3 format TVs. Only people whose TV sets were not designed to receive the new widescreen picture would see our message. Results Despite limited media investment, the campaign generated substantial and unique target coverage, helping Comfy to cut through in the most cluttered period of the year, the holiday season. Sales increase objectives significantly outperformed: +35% during the period of campaign (versus our +20% goal). And Comfy’s share of TV segment increased by 12%. |
| Team members | Andriy Rybkin (Starcom) Alex Osadchiy (Starcom) Nataliya Koshevaya (Comfy) Anastasya Nikitina (Comfy) |
