Cannes Lions

MARTINI

OPTIMUM MEDIA OMD, Moscow / BACARDI / 2007

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

Agency worked with airport architects to create placements that are media firsts for Russia – and branded Domodedovo in Martini.In addition to utilizing spaces that already existed – light boxes in passport control area, windows, escalators – we placed advertising on temporary constructions. By partnering with the architects, we turned what would have been characterless interim facades into spectacular Martini placements, dominating the interior of the airport with the glamour that is Martini.

Outcome

33% of Domodedovo visitors remember Martini Escort10% of passengers at Domodedovo = our audience (young women)Communications results: We reached core audience PLUS bonus coverage of broader target (18-35 year olds, who are 35% of all Domodedovo passengers) Client research showed:Brand Awareness – up 21%Regular Consumption – up 17%

Similar Campaigns

12 items

WANTED HALLOWEEN

I&S BBDO, Tokyo

WANTED HALLOWEEN

2017, BACARDI

(opens in a new tab)