
Agency	MultiTec, advertising agency
Creative head	Viktor Zolotarev
Author of idea	MultiTec advertising agency's team
Product	New image of railway stations
Description	The campaign of 2011 year includes two steps: Definition step – introduction of the sign “Bought in a railway station” into the communication using: - advertorials in the press about the renewal of the railway stations; - spreading of the promo materials among the visitors of railway stations; - placing the advertising materials on the infrastructure of railway stations; Active step – initiation of the communication aimed at potential customers and sellers: - special project: рublic inquiry and the promo paper “Personal Express”; - commercials in business press and web sites; - outdoor advrtising. The main task is to make potential customers think that the railway station is the place where they can purchase the products where they usually buy in another places.The pressing problem: visitors don’t consider a railway station as a selling point and don’t knowthe authenticity of the sellers goods and if their services of high quality.Our solution is to find out which goods do people want and ready to buy at railway stations and to propose them such products. The main sign of the campaign “Bought in the railway station” is placed on each message to make audience think that to buy goods in railway stations is convinient. Goals, Tasks and Audience B2C tasks Communication task is to change the perception of railway stations in the mind of the target audience to the better. Tactical task is to attract customers to railway stations for the purpose to buy the goods they have never bought in a railway station before B2B tasks Communication task is to change oppinion of sellers about visitors of railway stations Tactical task is to attract national retailers to railway stations Goals Demonstration of changes happened to RZD Positioning of railway stations as the infrastructure with service of high quality (as a place for buying goods of high quality) Expansion of the RZD company’s customers Target audience: B2C Narrow main body of the audience: city dwellers who live near railway stations and satellite city dwellers Wide audience: all city dwellers of the age 18 and older B2B Potential tenants of places of business in railway stations, mainly retailers
Team members	Viktor Zolotarev, creative director MultiTEC advertising agency's creative group

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