6. SkyJam Creative Agency
November’2008. Launch of a new creative agency ‘Sky Jam’
I take the position of Creative Director.
‘SkyJam’ won about 50% of pitches where the agency participated.
Top clients:
• Raiffeisen Bank (full range of creative services on monthly agency fee)
• Nestea (tv commercial, print ads, OOH, POSM, BTL campaign.)
• Panasonic (tv commercial, internet)
7.
8.
9.
10.
11. L&M cigarettes
Background: L&M was one of major brands of Philip Morris on Russian market.
Workflow: Dozens of campaigns was created: ATL, BTL, events, direct mails, POSM, VAO
etc.
Result: L&M became the Brand #1 in sales in 2002.
19. UniCredit Bank
Background: In 2007 the UniCredit Bank announced a pitch for launching the brand after
buying the IMB Bank in Russia.
Brief: create a national advertising campaign for launching the Brand in Russia.
Goals:
• launch the new Brand
• 10% of brand awareness by the end of 2008
• increase new clients base by 40%
• keep loyalty of clients of the former IMB Bank (integrated into UniCredit Bank Group)
Solution: 360° campaign with the Big Idea: UniCredit Bank helps you to build your future!
24. Nestea Vitao
Brand: Ice tea «Nestea Vitao». New strawberry aroma.
Brief: create a set of TTL materials for support of the new strawberry aroma launching.
• Key Visual
• set of POS materials
• creative print ad for glossy magazine
Result: Set of materials with one big strong impactful message «Only Strawberries!»
emphasizing naturalness of the product.
29. Persen
Background: Persen is a herbal anxiolytic drugs sold on Russian market.
Brief: develop a new communication platform to increase the Persen market share.
Solution: The new creative approach communicate the key values of the product. Persen
gives the consumer self-confidence, coolness, vitality instead of sleepy tranquility like
most of similar drugs.
Campaign: Persen calms down. Quickly.
34. Kronenbourg 1664
Brief: develop an advertising support for BTL activities.
Solution: Concept «1664. It’s more than ordinary numbers.»
The creative approach is based on French art styles: art-nouveau, pop-art and digital art.
Prizes of the promo action was developed in these styles by trendy Russian designers.
37. Scarlett
Задача: проведение акции, стимулирующей
покупку техники Scarlett.
Механика акции: общероссийский розыгрыш
подарков среди покупателей техники
Scarlett.
Креатив: Scarlett окружает Вас заботой и
теплотой. И дарит Вам в преддверии
зимних холодов самые теплые подарки.
38. В данной акции именно подарки сыграли главную роль.
После глубокого анализа потребностей аудитории был выбран главный подарок –
25 норковых шуб, который «попал точно в цель».
41. Клиент:
Lotte
Бренд:
Lotte Shopping
Название проекта:
«Горящий Sale»
Описание задания:
Разработка и проведение BTL кампании в целях повышения знания Lotte
Plaza и поддержки сезонных распродаж.
Креатив, механика, реализация, система контроля, отчет.
Предложенное решение:
Идея «Горящий Sale», найденная агентством, объединила две
коммуникации (продуктовую и имиджевую): с одной стороны, передала
преимущества сейла в Lotte Plaza, с другой стороны, создала
привлекательный и загадочный образ самого торгового центра Lotte
Plaza.
42. Промоакция:
Идея:
Приглашая на сейл в Lotte Plaza, «разбавлять» прагматичную тему сейла элементами
эмоциональной теплоты и дарить дамам в качестве комплимента – цветы. Провести
супер - акцию – розыгрыш автомобиля Jaguar X-Type.
Механика:
- Девушки - промоутеры в ярких платьях огненной расцветки дарили красно-желтые
тюльпаны или розы со стикерами -приглашениями
- Приглашения информировали о распродажах в LOTTE PLAZA и суперакции –
розыгрыше Jaguar X-type
- Посетители, совершившие покупку на сумму от 3000р, получали у промоутеров
лотерейные билеты
- Победители определялись в конце акции простым розыгрышем
43. В рамках концепции «Горящий Sale» были произведены:
- Перетяжки
- 6х3
- Стикеры
- Макеты для элементов наружного оформления ТЦ
- Лотерейные билеты
- Брендирование автомобиля
- Промостойка
- Промо-сайт.
44.
45. Сarte Noire
Background: Euro RSCG agency and Kraft Foods realized many successful projects for the
premium segment coffee brand ‘Carte Noire’.
Brief: create an ATL campaign for glamour women’s magazines.
Solution: a teaser campaign communicating the brand slogan «Un café nommé désir». Back
translation of the Russian adaptation is: «French Coffee Perfection. Absolute delight.»
46.
47. Promo stand for Hypermarkets.
Mock-Ups For Presentation
Promo activities based on the Big Idea
«French Coffee Perfection. Absolute
delight.»
48. Сarte Noire
Brief: create an advertorial material for the Vogue magazine. Propose a set of themes for
magazine’s writers. Direct the photo shooting.
Result: in cooperation with the Vogue we created a set of pictures «X’mas party à-la Carte
Noire».
49.
50.
51.
52. Silwerhof
Background: The Silwerhof was a new quasi-European brand of office stationery.
Brief: create series of posters communicating key brand message: «Express yourself!»
Result: The client bought the idea «Dance» showing a light, sexual dancing girl. The girl
performs three different dances: love fire, wind soul and exotic mind.
53.
54.
55.
56.
57. Panasonic
Fall 2009
The Panasonic RUS Co. announces a pitch for a creative idea for the TV set VIERA
re-launch.
A highly technological idea “Welcome To The New World!” won the pitch.
62. Moscow Credit Bank
Brief: crate a BTL campaign to increase client’s payments with credit cards.
Key campaign prize: apartment in Moscow or a car. The prize should be approved by
client right before the campaign starting.
Solution: As we don’t know what the campaign’s prize is we created an idea that could be
easily transformed into a “house” or a “car”.
The main prize is combined with the range of clients’ purchased items. It is a simple,
clear and impactful visual of the campaign.
Additional Creative Approach: An ambient media campaign is proposed.
64. Ambient Media
Ambient media campaign. Information about the BTL action is placed on the «credit card» attached
to the key ring.
The key is «inserted» into the key hole on the car door, on the entrance door or the mail box. Almost
no one could pass the key without taking it!
«Key» with adhesive cap.
An information flyer looking
like a credit card is attached
to the key ring.
65.
66. Renaissance Credit Bank
Background: Advertising agency ‘SkyJam’ won pitch to be involved into the suppliers pool
with creative services.
Result: SkyJam developed different advertising materials for the Bank, i.e. Direct mail kits,
Product key visuals, POS materials, internet banners.
72. Raiffeisenbank
Background: «Raiffeisenbank» announced a pitch for annual creative service for 2011.
Brief: Bank product to be promoted – Mortgage.
1. Create a key message for a high-level target audience, close and appealing for
them.2. Communicate in the key message about the percent decreasing and the credit
period prolongation.
Solution: The SkyJam Agency created the idea «Dachshund». The tender was won.
Result: The SkyJam Agency got a year contract for the full range of creative services:
• ATL-campaigns: developing any types of creative materials (all media-channels,
including print ads, outdoor, radio, internet, TV-commercials)
• Direct Mail campaigns: developing all types of creative materials (including
e-mailing)
• POS materials: develop any types of materials for bank offices
73. The visual was in short list of the ‘Poster Of The Year / OUTDOOR.RU’ Award
77. Often our campaigns resulted long
queues in the bank offices.
Then this poster was appeared.
Copy:
Thank you for choosing Raiffeisen Bank!
Sorry for being waiting. We appreciate
your time and expect your
understanding.
78.
79. Goodman
Background: Goodman is a world chain of steakhouse restaurant.
Brief: create an image month-by-month campaign for 2011. The owner’s idea was a set of
pictures in retro style with a raw steak.
Solution: SkyJam Agency developed the photo session in retro and pin-up style. The
campaign's hero was a self-confident emancipated, even shocking, girl of 1950s.
84. International Moscow Bank
Brief: In 2007 The International Moscow Bank announced a pitch to develop a creative
concept for series of bank products.
Solution: The idea «What we’re thinking about» won the pitch. The idea is based on the
bank slogan: We work with finance. We think about people.
87. International Moscow Bank
Brief: In 2007 The International Moscow Bank announced a pitch to develop a creative
concept for series of bank products.
Solution: The idea «What we’re thinking about» won the pitch. The idea is based on the
bank slogan: We work with finance. We think about people.
90. Campina Control Yoghourt
Background: Campina Control Yoghourts let consumer control their body shape. Because
using the product gives you an impression of being well-fed and you eat less!
Pitch Brief: create a TV commercial communicating key brand message «Be ready for
Summer! Take control over your body shape!» The commercial should be in line with
previous advertising campaign.
Idea winner: «Less food! More summer victories!»
100. Tiret
Brief: Euro RSCG was asked by «Reckitt Benckiser» to create a TV commercial for the Tiret,
pipe cleaning gel.
Solution: The idea «Alarm Clock» was developed and approved by client. Key message: Tiret
cleans pipes really fast.
Result: The TV commercial has been so successful, that it was bought by several Western
European Representative Offices of «Reckitt Benckiser».
103. Bolshaya Krouzhka
Pitch goals: The «Baltika» brewery company announced a pitch for its new brand «Bolshaya
Krouzhka». It was a launch of the low-cost beer brand.
Campaign winner: EURO RSCG Moradpour won the pitch with the creative idea «Two
villages».
Result: The result was unpredictable! Despite of the brand launching, the sales exceeded
levels of the main Baltika’s brand in appropriate market segment – «Baltika 3». Often
the beer «Bolshaya Krouzhka» was out of stock!
106. Kronenbourg 1664
Brief: create the national advertising campaign for ‘Kronenbourg 1664’ beer.
Solution: Series of TV commercials communicating ‘frenchness’ of the beer.
Award: The best advertising support of ‘Scottish & Newcastle’ brands.
112. Sony Entertainment Television
Client: Sony Entertainment Television is a TV channel with a unique content on Russian
market: Hollywood bestsellers for mostly women audience.
Brief: develop a tactic outdoor campaign to gain maximum quantity of viewers of cable
channels.
Solution: The advertising campaign should be launched at the St Valentine’s day. So we
proposed to link the lovers’ day, the beloved serials’ heroes and the TV channel.
Campaign Idea: For falling in love with series.
