To be a person is to have a story to tell. We believe in the strength of words and know for sure that every company lives in its audience minds exactly thanks to ‘that’ story once heard or read. That’s why we believe it is the story that makes you and your business unique PRT is somewh We are the guys who have a flair at 60 for these type of stories. And wededicated and loving are passionate in telling them!their business people
Our awards Certificate of Excellence for the «Smile Hunter Sony Ericsson» Certificate of campaign/ 2009 Excellence for the «First impression Silver Effie 2009 study center» Certificate of for the FIVE GUM campaign realized Excellence for the launch in Russia for CLEAR VITA 2009 campaign - ABE/ 2008 «FIVE GUM Interactive Gallery» realized for Wrigley 2nd Prize at the Red Apple Festival for the Gold at ADCR «First impression Festival for the study center» 2009 campaign - campaign realized for «Spark Index CLEAR VITA ABE/ Sony Ericsson» 2008
Work with the new briefCommunications with theclient, follow-up of the dead- Brief analysis, Strategic andlines and control of the flow of New Business analytical part development.the proposal development, Strategic Planning Structure of the proposal and Functionadministrative support of the strategic overview of the restpitch – internal and external part of the proposal.meetings Participation in the analytical Account Unit Leading of the creative Creative Resource part of the proposal development process, idea development. Tactical and development – concept & realization parts of the potential visualization proposal. Budgeting, KPIs, timings.
Unique expertise Working in the PR industry Working with the Russian from 1998 we know everything internet advertising market about our profession and are since 2001 and helping this one of the most mentioned PR market to develop we’ve gained agency in the mass media a very unique expertise What this gives to us? An opportunity to achieve a unique synergy between PR and digital channels To be on the edge of both industries and be the first to try new and most efficient To be the real experts: we produce our own B2B events and projects
Unique approach • Pioneers in the category of • Focus on the integrated «New media» solutions (PR & digital) • The richest expertise in the • Creative thinking for sphere of «on-line branded business needs content» • Top-management involvement in all the projects and campaigns • Results-oriented / KPIs driven
Unique solutions Knowledge gathering & Strategic thinking: research: - All available relevant - Business – first! studies research - TNS Gallup, GFK, OMI, - Response to the Socialbakers, consumer consumers’ insights studies from the clients - Short interviews with TA - Specific, Measurable, reps to generate insights Achievable Creative: - Works for business needs - Insights based - Brainstormed - Tested against objectives & challenges
Rexona for women paranoia campaign Idea:Challenge: • 2-stage media mix campaign to: a)• Stagnation of women shock women with the results of the deodorants category – almost research and its consequences; b) 50% of Russian women don’t explain an easy way to struggle with use deodorants at all while the sweating and be beautiful and others use deodorants confident. occasionally. Activities:• Rexona, being a market leader, • Press-release with the results of the is launching a campaign aimed research distribution at driving the whole category • On-line and print advertorial campaignTask: • Special projects on radio stations Nashe• To spread paranoia among Radio (morning show) and Europe + target audience connected with (Anton Komolov’s show) the necessity of using deodorant • Agents of influence activity • Creative flash viral delivery
Rexona for women paranoia campaignResults:• Press-release had high response with research results mentions by Bachinskiy and Stylavin (radio Maximum) and heavy discussions on Sostav with more than 150 comments• More than 30 articles in press and on-line resources dedicated to the research• More than 3000 comments made by Agents of influence on 25 women and 26 entertaining on-line resources• Enormous response on viral flash: over 3 682 cross-links to the flash and 95 132 on-line pages with mentions of Rexona; viral index – 55• Article in Vedomosti dedicated to the Rexona campaign and flash appeared on-line gathered outstanding number of views – over 300,000 visits (on Vedomosti web site)• Overall coverage – 1,3 mln.-2 mln. people• Sales growth – 60%• Dramatic market share growth
Rexona for women paranoia campaign May-Sept’07
CLEAR: First impression study center Challenge: • Promotion of the Clear brand has been based on a rational image of "an expert to fight dandruff". There was a need to charge it emotionally involving potential customers into communication. • Clear became a rational solution to an emotional problem, a closer and well- known brand Idea: • Communication was based on a bright idea pertaining to a question: "What do people think of me?" The online project "First impression study center" showed tests in which volunteers participated, cited some interesting facts and statistics about the effect our looks have on first impression To learn it at first hand people were offered to take part in a click-test: 12 photos were shown to them and they were to click on those details that attracted their attention the most. At the final stage anyone could upload own photo and learn from the site visitors which details of their appearance effect the impression they make most of all.
CLEAR: First impression study center Results: • More than 200,000 visitors • 11,000 people took part in the click- test • ~4,000 people uploaded their own photos • More than 50 articles in mass media (print and on-line) dedicated to the results of the research • Campaign received Certificate of Excellence at the prestigious SABRE Awards
Glenfiddich Barrel Art Russia Idea: Challenge: • Glenfiddich with its creative concept In September 2007 PRT ‘Every Year Counts’ inspires 8 persons became the press-office for for creating 8 pieces of art from the old William Grant & Sons brands, barrels of different years i.e. Glenfiddich & Grant’s. Glenfiddich Barrel Art Russia • 1 particular year remarkable for 1 was the 1st significant project in participant. 1 barrel with this year stamp. Glenfiddich PR Calendar. Inspiration that is given by this year’s Objectives: experience, events, and feelings • Generate brand awareness and • Unique collection of 8 barrels combined product differentiating qualities with idea ‘Every year counts’ is to be • Communicate the core idea of the brand – Every Year Counts presented in Moscow on a special • Build an emotional bond with the exhibition target consumers • Win the minds of the consumers – making single malt = Glenfiddich
Glenfiddich Barrel Art RussiaStructure of the project:• PR launch in a central Moscow gallery• Pre-campaign to announce the exhibition• 4-day-exhibition• Road show – key premium restaurants & whisky places• PR-support during the whole campaign: pre- & post PR with the focus on key target media, media partnerships• On-line activity: GF web-site Results: • More than 50 publications + radio • 46 journalists & 100 VIP guests at the exhibition opening • Partnerships with Esquire & Afisha • Strong names of participants. All 8 people were involved in the project with no fees
Glenfiddich Barrel Art Russia’09 April’09 • 2nd Glenfiddich Barrel Art Russia campaign was widely supported with digital interactive campaign • GQ magazine and ‘Silver Rain’ radio station as key partners • 9 barrels & 12 participants • 1 week exhibition + road show in whisky & wine boutiques
Glenfiddich Barrel Art Russia’09 On-line campaign: • Micro-site development with the information about the Glenfiddich Barrel Art project, its participants and exhibition info • Additional interactive content – a flash time line showing the main worldwide and Russian events of different years starting from 1886 and up to 2008. Visitors could click on the event and also create their own time line uploading their photos and adding the description of their lifetime main events.
Grant’s Art: Discovery Idea: Objectives: • Grant’s inspires famous Russian artists • Generate brand awareness and for creating a photo project – Discover a product differentiating qualities Different Angle – to view everyday activities from different angle, discover a • Communicate the core idea of different side in profession the brand – Discover a • Every participant of the project works Different Angle with appearance of visual reality, tries to • Build an emotional bond with reflect it through prism of personal the target consumers perception. These people perceive world as changing pictures, live characters, • Creat a positive buzz around variety of paints, light and shadows GRANT’S ART: DISCOVERY platform • The artists were offered to choose one of the 4 classical genres of photography. • Joint exhibition in Moscow showed creative results of an unusual experiment
Grant’s Art: Discovery Structure of the project: • 4 Russian celebrities well-known in visual kinds of art try themselves in 4 different genres of photograpy: • Timur Bekmambetov: сhosen genre of photography - social reportage. Mornings in LA bars • Art-duet Vinogradov & Dubossarskiy : chosen genre of photography - fashion. Moskva – Petushki • Artemiy Lebedev: chosen genre of photography - advertising. GRANT’S 12 Year Old • Andrey Sharov: Chosen genre of photography - landscapes. Finding Scotland in Russia • PR launch in a central Moscow gallery • 2-week-exhibition • PR-support during the whole campaign: pre- & post PR with the focus on key target media • Media partnership with first-rated publishing house and radio station • On-line activities: creating buzz via blogs • GRANT’S ART: DISCOVERY web site
Grant’s Art: Discovery Results • More than 200 guests attended Opening event (inc. celebrities and 65 journalists): • 8200 people visited the exhibition • 27 publications (glossy & lifestyle) with OTS 4 350 515 • TV: 3 reviews inc. central TV channels (index reach by Gallup Coverage – 1 021 870 people) • 2 radio announcements (233 200 people) • Huge online coverage
Grant’s. The book of great discoveries Objective: Idea: • The concept of simple thing laid • Continue telling the brand’s story down into the basis of the as the one that stands for richer communicational idea as the one and deeper substances, that that explains the basics of the doesn’t follow the crowd but via whisky making process combining quite simple things (combination of simple gives a very original and ingredients), and also reflects the unprecedented experience philosophy of the brand that is the joy and fulfillment from the simple but fine things • The idea was realized within a specially created art album that gathered the key simple inventions humanity made along its way and without which one couldn’t imagine the modern life
Grant’s. The book of great discoveries Project structure: • Integration of off-line and on-line campaigns • Book production & presentation at the special event • Media campaign through the media partners • Web-site and digital activities including social networking Results • More than 200 guests at the presentation event • More than 70 publications in media • OTS - ~7,000,000
Social project by Grolsch Challenges: • Generating awareness among the TA • Communicating quite complicated brand story • Building emotional bond Idea: • Agency suggested an original localization of the global brand platform ‘What stopping you’ that was targeted at charismatic men standing for the real deeds not just words. • The local platform was based not only on the lifestyle territories but explored the social aspect – beer consumption by teenagers, driving after drinking, selling the beer to the teenagers. • The task of the initiative was to created an original and modern social advertising posters that would really work • Within this initiative one of the most famous designers Artemy Lebedev was invited to take part in the project as a curator.
Social project by Grolsch The project structure: • Special web-site dedicated to the initiative ‘What stopping you’ • Integration with Discovery channel • The event for the bloggers in the format of the brainstorm • The contest on the web-site and in Artemy’s blog • An exhibition with the private opening Results: • Overall coverage 432 427 people for 1 month • 28 participants – known top bloggers • 35 ideas for the social advertising posters • More than 40 articles in mass media
Sony Ericsson at Afisha Picnic Festival Solution: • Deep integration into Afisha Picnic Objective: Event based on the idea ‘Powered • Ensure brand positioning on the by Sony Ericsson’ that combined lifestyle territory relevant for the the real gadgets by Sony Ericsson, advanced audience of the digital Brand promises, and lifestyle junkies and hipsters territory connected with the fresh • Build the association between the ideas and latest trends in brand and everything that is communication & entertainment stylish, trendy, fresh, and fashionable • Find / grab the existing event with big publicity that would support the global brand communication platform – Communication Entertainment
Sony Ericsson at Afisha Picnic Festival Project structure: • Direct advertising in the Afisha media assets, OOH • PR support via individual work with the bloggers and journalists. Special activity setting up at the Picnic event where every journalist and blogger got the opportunity to shoot his own video about picnic. The professional cameramen helped them to implement any idea. • Digital activities involving integrating interactive solutions into the Picnic web-page on the Afisha’s web-site, special applications development for the branded SM groups and social media mechanics • Experiential at the event – product promotions, lottery, special program within the special branded zone with the stage
Sony Ericsson at Afisha Picnic Festival Results: • Out of 51,000 guests of Afisha Picnic 20,000 visited the Sony Ericsson branded zone • 150,000 visits of the branded web- page and more than 11,000 clicks for the interactive elements • More than 15,000 contacts in Social media • 2,000 direct product consultations
FIVE GUM Launch June 09Challenge: Idea:• In the beginning of 2009 the company • FIVE Interactive Gallery: takes the decision to launch the new entering the Russian market brand of chewing gum on the Russian FIVE Gum together with the market. Taking this decision in the celebrities and young and circumstances of the economic decline progressive artists opens the the company was not only aware of the doors of a unique gallery where forthcoming challenges connected with each object interacts with the the launch but challenged the market viewer and stimulates his itself. The new brand of chewing gum – senses. FIVE – was not just a new product which the Russian consumer was to know about. FIVE was to become the most premium and expensive proposition on the market
FIVE GUM LaunchIdea:• For the last decades the mankind while going deeper into the world of entertainment and technologies, and enjoying the harvest brought by the consuming era finally finds itself standing at the doorstep leading to the new times. One can hear around that the 21st century became the era of experience which the mankind have missed so much of – the era of sensations and the real values. This is exactly what is being explored within the ‘FIVE Interactive gallery’.Project structure:• Celebrities contracting• 2-week-exhibition• Media and PR support
FIVE GUM LaunchProject structure: Results:• Young artists from the Recycle art-group and • By the end of 2009 – 2.3% 3 famous celebrities – movie director Yuri market share by value Grymov, designer Denis Simachev, and actor • Overall campaign coverage – Gosha Kutsenko – were specially invited into the project. Each of them has put their own more 7,300,000 TA contacts visions into the original installations. Within • Aided brand awareness by the the gallery set-up there were 10 interactive end of 2009 – 12.4% art-objects collected; three of those have been • % of consumers made the trial specially created to highlight the key taste purchase – 6.9% by the end of features of each SKU. Gallery announcing 2009 and its opening became the main informational occasions that managed to build the buzz around brand launch on the market before its actual appearance on shelves. Separate work with the information partners of the project (the magazine and the web-site ‘Time Out Moscow’ and the broadcasting station ‘Silver Rain’) provided the campaign with additional wider announcing and guaranteed the needed coverage.
Experiment FIVE Idea: Objective: • Five initiates an experiment with • Continue building the life-style icon human senses and inspires 5 brand with super-premium image directors to shoot five 5-minute via focused and unconventional movies following only 2 rules communication • RULE 1. Use existing 30-second • Launch new SKU and communicate new FIVE REACT as a First-Ever- episode as a beginning; Done revolutionary product with • RULE 2. Main hero of each story unique ‘everyone experiences it receives black envelope with differently’ sensation mysterious photo which forces him/ • Start distilling down Five equities to her to make a CHOICE, triggering broader TA to fuel brand growth further plot development. while still staying premium and • As a result, FIVE presents 5 inspirational for Core different independent movies - 5 DIFFERENT STORY CONTINUATIONS ILLUSTRATING UNIQUENESS & INDIVIDUALITY OF OUR SENSES.
Experiment FIVE Project structure: • Movies’ producing and work with FIVE directors – Andrey Zvyagintsev, Petr Buslov, Igor Voloshin, Alexander Veledinskiy, Alexei Popogrebskiy • Media campaign – the media partners TimeOut Moscow Magazine, timeoit.ru; Look at me; Silver Rain radio station • Digital campaign – the campaign’s web-site with on- line premiere and on-line special projects & partnerships; social media activations • Movie premiere event • 5 movies roll-out in KARO chain • Festivals campaign
Experiment FIVE Results: • Media partnership OTS – more than 6,500,000 • FOC coverage OTS – around 20,000,000 • On-line premiere – more than 6,000 visitors • Premiere event – more than 200 people • KARO roll-out OTS generated – 1,100,000 • Overall campaign OTS: ~ 28,000,000 contacts
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