APR-OMD GROUP, Moscow / undefined / 2006
MegaFon news changes weekly in each of the 43 cities, creating the perception that MegaFon is dynamic and innovative, and making it a constant player in the lives of the target. Because of our exclusive positioning, the information was not perceived as advertising, increasing reception of the message. We built our network selecting only cities of high priority to MegaFon – exact geotargeting per region from European Russia across to the Pacific Ocean.
Executing the impossible – Russia: vast territory covering 10 time zones; MegaFon: different rates, services, news, per region.Challenge: To support brand image as innovative and dynamic, identify single platform for continuous communication in key regions. Platform musts: flexible, targeted, in a news format, breakthrough communication, centralized coordination and buying.
We created an advertising format that didn’t previously exist, implemented in 8 macroregions, each including up to 16 microregions. Successfully negotiated exclusive placement, created specifically to meet the needs of our communication goal.Tailor-made network provides long-term, sustainable solution – can be expanded city by city, per MegaFon’s business goals.
MegaFon 30-sec news ran seamlessly before or after news content in the special advertising ‘pocket’ – there was no announcement that it was a commercial break. This created the perception that MegaFon information is part of the newscast, not just another ad. The ‘pocket’ guaranteed exclusive positioning, with no other advertisers in it. Nationally, the format was consistent, but in each city the news was locally relevant, and ran during the city’s primetime news block.
Radio – cost-effective, broad coverage in key cities, geo-targeted, fast turnaround (2-3 hours to switch creative).
The Problem: Strict policies against integration into news content. No uniform approach to sponsorship across the country. The Solution: Change the media landscape. Partner with the most developed radio station and its franchises across the country to create a new ‘pocket’ format running immediately before or after news content. Never before had integration into editorially-sacred news content been allowed. This unique format ensured centralized coordination, and provided maximum flexibility as well as break-through communication.
More Entries from Best use of Radio in Media
Best use of Mixed Media
LYNX, UNIVERSAL McCANN
Best use of Special Events and Stunts
PARIS CITY HALL, HAVAS SPORTS
Best use of Internet/New Media
TELECOM NEW ZEALAND, SAATCHI & SAATCHI
Best use of Magazines
MASTERFOODS, STARCOM WORLDWIDE (AUSTRALIA)
Youth Marketing (up to 18 years old)
ECKO/MARC ECKO ENTERPRISES, droga5
Business to Business Marketing
LATINSPOTS INTERNACIONAL, EL HOTEL/JWT
Pro Bono and Cause Marketing
CELLULE EGALITE DES CHANCES-CEL GELIJKE KANSEN, LG&F
More Entries from APR-OMD GROUP