Chernihivske hits bulls eye with countrywide darts promo
-scale in-store promotion from April 10 to May 15, covering 240 selling points in 21 oblast centers. Those who bought three bottles of Chernigivske beer threw branded darts in hopes of winning a T-shirt, a can opener or a lighter. Bags of freebies were also given to customers.
This year the agency put more creative thought into its promotion and improved the standard of the goodies that were given away.
“In 2000, we produced branded darts with boards decorated with a football theme,” said Ivetta Delikatnaya, the agency's public relations manager.
Delikatnaya is not shy about taking credit for an increase in sales: “After a two-week promotional campaign, beer sales increased from 50 percent to 200 percent varying from city to city.”
The seventh international fair Reklama 2000, organized by the Union of Ukrainian Ad Agencies (Spilka Reklamistiv), which took place in Sports Palace on May 11-14, failed to draw many participating ad agencies. The hefty cost of renting the space ($200 per square meter) was a major financial put-off for many ad people. By the same token, network ad agencies that could afford to rent space were not inclined to display their work because they win most of their new clients through participation in tenders.
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Kyiv Art Directors Club (KADC) invites ad professionals to visit the exhibition Pervy Blin, which will take place on May 18-19 in the Lavra gallery. The official opening will be on May 18 at 7 p.m.
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In 1999, the European Association of Advertising Agencies merged its annual European Advertising Achievement Awards with the Euro Effie, thus, creating the first Pan-European advertising awards judged principally on effectiveness.
The aim of the Euro Effie competition is to reward advertising that builds brands across frontiers. It sets out to recognize campaigns that have been proven successful in three or more European countries. The deadline for submitting entries is June 30. For more info, visit the Web site http://www.aacc.fr.
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On April 26, the newly founded ad agency Media Expert launched an ad campaign introducing Zoloty Vil wine, produced by the Kyiv-based company PremiumWin. Dmytry Maksimenko and Yury Bely were behind the creation of the new ad campaign, which involves outdoor ads and promotion actions. According to Maksimenko, Zoloty Vil labels stand out because they are not as gaudy and flashy as the Soviet-type labels used by most beverage manufacturers.
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In mid-April the pharmaceutical company Aventis signed a contract with the Kyiv-based Euro RSCG New Europe assigning the agency to advertise all Aventis brands on the Ukrainian market. On May 9 the ad campaign for Essentiale H, a remedy for liver disease, began with the TV sponsorship of the weather forecast on the Inter channel. The weather forecast is popular with advertisers in Ukraine.
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WPP Group and Young&Rubicam Inc. announced on May 12 that they have signed a definitive merger agreement under which Young&Rubicam will join the WPP Group of companies in a $4.7 billion transaction, creating one of the world's biggest communication service groups. Its clientele base includes the majority of the Fortune Global 500 and the Nasdaq 100 companies.
Olena Nikolayenko can be reached at email@example.com.
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