- Russian Standard Vodka is an authentic, premium vodka, vying for share within an established and cluttered market.
- Our mission was to gain traction within this arena, by connecting with a notoriously hard to reach, Millennial target audience.
LIGHT BULB MOMENT
Moving budget from the conventional TV route, in to OOH was the perfect way to reach our out and about / on the go audience. It would also allow us to stand out amongst the competitive clutter and gain valuable share of mind.
Hot-housing key cities would allow us to maximise our budget, whilst focussing in on “Drinking Villages” / transport links in to these social hubs allowed us to communicate with our target audience in a receptive mindset, when having fun was front of mind.
The multi-format approach provide both scale and manifold brand touchpoint opportunities, as well as a real “surround feel”. Cherry picked, high impact sites provided a beautiful backdrop for the iconic Russian Standard Vodka bottle shots and imagery, as well as complimenting the brand’s premium credentials.
The campaign was a great success, reaching over 80% of the target market, within their key regions and most importantly, shifting the dial on all key brand and sales metrics.