AGENCY
Liberty Marketing Bureau *Lead Agency
Irina Lukina,Project Manager
SODA
Stanislav Chornyi,CEO
Albina Lyaushiriyanova,Account Group Head
Dmitriy Malafeev,Account Manager
Tengo
Vladimir Martynov,Creative Director
Dmitriy Pint,Copywriter
Alina Lekanova,Copywriter
SUMMARY
Asbestos cement shingles (“shifer”) had been taking the lion share of roofing material market for nearly a century. But last ten years its position faltered. We needed to remind consumers about “shifer” and remove consumption barriers. We created a universal brand for different asbestos plants product and common communication platform – website “shifer.rf”. Two staged campaign appealed to rational and emotional motives and directed potential buyers to website. Within a single key message, different creative and media strategies were created focused on different target audiences. Sales increased by 27% amidst market contraction.
English
