FAIR PRICE
New sausage brand PARVOZ briefed agency to create launch campaign to enter the market with limited AD budget.
Проблема, задача
Marketing budgets grow YoY with double and triple figures, companies heavily investing in advertising due to growth of consumer spendings. Large budgets are spent on advertising in the sausage’s category. For the most part, all advertising and marketing costs are included in the final product price. And how to enter the market for a new and budget brand.
Решение
Our campaign consists of one OOH placement in each city of our country. Yes, you heard it right! One OOH per city! Openly tell consumers that we dont have BIG marketing budgets, and we wont have any. Instead we give them FAIR PRICE with no additional markups. So we used only one OOH in each city of our country and said “This is the only one OOH in Tashlent for PARVOZ sausages, so you can have FAIR PRICE on our product” This is the only advertising in the city as we wanted to give you fair price Also we run short and low budget TVC to say our consumers “We save on marketing to give you fair price”Also we ran only 15 seconds and 5 seconds TV ads, where we said that this low budget commercials so consumers can have FAIR PRICE.
Результат
Reaction was following… But most importantly look at PARVOZ sales So our FAIR PRICE gave us FAIR RESULTS Social media noticed our campaign right away, and many bloggers, influencers, as well as regular consumers loved our creatives and message. But most importantly our sales figures during campaign, above 60% expected sales targets
