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Eng

  1. 1. «Atlant» tested  by  journalists
  2. 2. Descrip6on Nomina6on: • Most    crea*ve  project • Most  effec*ve  project Idea: • «PR    kvadrat»  agency   Client: • «Atlant»  fridge  plant Period: • March  2010
  3. 3. Background • Atlant  -­‐  one  of  the  oldest  plant  in  the  country,   producing  refrigerators  "Minsk"  since  1960 • Historically  "Atlant"  dominates  the  market:  9  out  of  10   Belarusian  cuisines  are  inhabited  by  its  aggregates • However,  the  tradi*onally  stable  posi*on  deteriorated   in  recent  years  when  modern  western  compe*tors   began  to  penetrate  to  the  market • By  comparison  "Atlant"  is  psychologically  perceived  as   "old-­‐soviet-­‐school"  company,  despite  the  fact  that   both  the  quality  and  produc*on  condi*ons  of  recent   models  are  compe**ve  to  Western  counterparts          
  4. 4. Challenge • To  use  the  50  th  anniversary  as   an  occasion  to  drive  an  exci*ng   media  ac*vity  for  the  first  *me   in  post-­‐Soviet  period • Posi*ve  feedback  from  the   public  media  with  great  credit   of  trust  should  affect  the   reputa*on  of  the  plant  and  the   percep*on  of  the  quality  of   modern  "Atlant"  technology  
  5. 5. Solu6on Crea6ve  idea • During  a  press  tour  on  the  factory,   journalists  were  able  to  test   personally  all  phases  and  aspects  of   the  produc*on  technology • Then  "Atlant"  refrigerators  were   marked  «tested  by  journalists»,  and   went  straight  to  the  shops • We  have  developed  an  innova*ve  format  of  work  with   journalists:  their  review  of  Atlant’s  quality  has  spread  not  only  in   media  but  went  directly  to  the  place  of  purchase
  6. 6. Execu6on:  invita6on "Look  aVen*vely. What  do  you  see  here? Take  a  look  inside  and   see  if  our  visions  match" "We  see  only  five  elements,  that  correspond  to  all   requirements  of  future  «Atlant»fridge. But  this  does  not  limit  all  quality  requirements. March  11  we  are  launching  a  new  phase  of  tes*ng  of  our   products  -­‐  test  by  journalists.  You  can  personally  monitor  all   phases  of  produc*on  and  to  say  the  final  word  before  the   refrigerator  will  go  to  the  consumer.  "
  7. 7. • Accredita*on • Excur*on+Tes*ng   • Press-­‐conference • Cocktail,  informal   communica*on Execu6on:  press-­‐tour  schedule
  8. 8. • With  the  press-­‐kit  par*cipants  received  forms  for  tes*ng: • Test  of  produc*on  and  finished  products  (visi*ng  plant) • Test  of  the  history  (visi*ng  factory  museum) • Test  of  the  management  (press-­‐conference  with  top-­‐management) • Test  of  tests  (demonstra*on  of  all  tests  in  laboratories) • The  forms  were  filled  in  while  passing  the  tour Execu6on:  tes6ng
  9. 9. • In  crash  test  par*cipants  were  able  to  make  bets  whether  refrigerator  «Atlant»  will   stand  falling  down • In  the  second  laboratory,  while  in  total  silence,  several  par*cipants  tried  to   reproduce  the  noise  of  refrigerator • Par*cipants  could  see  all  steps  of  produc*on  and  learn  about  ways  to  achieve   quality  at  each  stage.  The  excursion  was  completed  in  the  department  of  reference   products Execu6on:  tes6ng
  10. 10. • Final  point  of  tes*ng  was  the  placement  of  s*ckers:  "Tested  by   journalists"  on  refrigerators  that  were  coming  down  the   assembly  line Execu6on:  culmina6on
  11. 11. • Total  budget  slightly  exceeded  $6000 • Detailed  results  are  presented  in    media-­‐clipping  (materials  are  in  Russian) • 100  refrigerators,  marked  with  "Tested  by  journalists"  sign  have  been  sold   in  5  days,  which  is  2-­‐3  *mes  faster  than  normal  rate  of  sales Results
  12. 12. THANK  YOU  FOR  TESTING  OUR  PRESENTATION «PR  kvadrat»,  PR&BTL  Agency  

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