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
K-1-18. stop gasoline
| Agency | TDI Group |
| Creative head | Filazapovich Sergey |
| Author of idea | Filazapovich Sergey |
| Product | Huyndai Accent |
| Description | Belarus 2011 year Economic instability - rise in the dollar The official currency devaluation (about 100%). Fuel prices are rising every week, and have increased almost twice. This led to massive protests by drivers. The most striking event of the summer was a series of actions “Stop gasoline!” that was supported by hundreds of drivers. Purpose: Enter Belarusian market with a new car model Hyundai Accent. Solution: Demonstrate that Hyundai Accent is one of most fuel- efficient cars in C class. Do it in provocative form to fit the current situation in the country. Project implementation: This campaign began with a teaser: “I’ve tied, and you?” It was this mysterious inscription that appeared in outdoor advertising. This teaser was widely discussed in social networks and forums almost at the first stage. Second stage! The revealer disclosed intrigue of the teaser by the slogan "Tie up to fuel consumption " and demonstration of the new economical Hyundai Accent. This communication was developed also in radio spot which was presented on behalf of a man who is in a fuel tie. ___________________ Promotional support for the campaign became a leaflet which was an instruction how to tie different knots on a hose pipe, for example, fisher's knot. ___________________ Information was conveyed to the Internet users with a reach-banner on the most visited site of the country TUT.BY. __________________ Results: • The upsurge of sales growth of 5 cars per month in 2010 to 142 cars per month in 2011 • Free coverage of the electronic media. • Active discussion of the action in social networks and all the most popular car forums. 32 125 incoming calls were received in dealer showrooms during the campaign. |
| Team members | Creative director Filazapovich Sergey Designer Angelina Velitskaya |
