Akhtamar, reconnects our audience with the brand and the beauty of true emotion, integrity and heritage. Direction reflects this; modern Armenia, acknowledging its rich, cultural heritage. Capturing the iconic and sublime, the film exudes an historic, dreamlike quality.

Our approach was to forge cultural connections from the past with the present.

Central to the campaign was a 20-minute film, Akhtamar - an ancient Armenian legend retold for a modern-day audience. Akhtamar (which is also a product name) promotes the brand’s genuine heritage by celebrating authentic Armenian traditions in the retelling of a classic tale of unrequited love.Extending the movie’s themes to bring Armenia’s legendary past into a current context, we created a print and billboard campaign in the style of movie posters.A 60-second trailer and banner campaign were used to build anticipation to the online launch date of 1 January 2010. With a hugely ambitious PR and social-media campaign, and red carpet premiers in key cities, the word spread throughout Eastern Europe and the global Armenian Diaspora.

Pre-launch, over 15,000 people shared the film trailer online.Akhtamar caught the imagination of journalists, opinion leaders, bloggers and Tweeters globally, generating over half a million Euros in free PR.

In January, over 410,000 people (53% of site visitors) watched the entire 20-minute film. The website received almost 3 million page views (averaging 13,500 visitors daily).Social media sites including Facebook and Vkontakte were in the top 10 traffic sources, 70% of site traffic came from the target region.Ararat maintained market share in Russia. And in Armenia sales rose by 6% with Akhtamar’s rising an amazing 30%.