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Omsk Bacon
Made in Siberia

RAN IN: Russia

CLIENT
PRODO

AGENCY
MOMO group *Lead Agency


Resonate Strategies *Lead Agency


NOSUITS


Stolzman and Katz


SUMMARY

The task of Omsk Bacon is to increase revenues by RUB 160 M, which means to lead in the Siberia. The communications are decided to be around Winter and Summernot just the seasons, but significant life events for the Siberians. Instead of usual advertising, there are created music videos that have become viral hits: the winter and the summer ones. The brand is participating in cult Siberian events (GrelkaFest, Avantgarde Territory and Electronic Beach). The brand is becoming the category leader overflowing the revenue plan twofold (RUB 330 M). Omsk Bacon supports the Siberians in the recognition of their own identity and helps them to be proud of themselves.

CASE VIDEO


Audience: Consumers of meat gastronomy in the Siberian region (SFO) are men and women 18-50 years old, penetration is 98.5% (RTGI data, Ipsos Comcon, Q2, 2017, May 2017). That is, almost every adult Siberian is included in the target audience. So the decision was born to address the audience not as consumers of sausage, but as people with emotional needs related to living in Siberia, which can be decided by the brand leader

Objectives: The main criterion for the effectiveness of the advertising campaign in 2017 was the commercial result: revenue growth while maintaining the average price, due to increased sales. The increase in volume in the falling market is possible only due to the switching of consumers from competitors to Omsk Bacon in terms of meat gastronomy consumption. Both the advertising budget and distribution remained at the level of the previous year. Thus, solely through the creative idea, the campaign was to increase the brand's preference, expressed in the purchase.  

Type: B2C

Language: English, Russian