Client: Efes Kazakhstan
Brand: Beliy Medved
Brand Team: - Yuriy Ro, Yelena Tereshenko, Djamilya Shakuova
Agency: Yurta Creative Аgency
Client Service: - Anikul Bidaybekova, Elina Cherunova, Dinara Shaldanbayeva
Creative Director: Pavel Kuhtin
Designer: Dmitriy Nasyrov
Copywriter: Bolat Elmuratov
Problem: A man, the head of the family, tired after a long day. All day he spun, mined, earned money. And now he just needs to sit in front of the TV to reboot. He does not want to talk about what needs to be fixed, about his son’s grades, about the fact that a neighbor parked the car under the window, and especially why he was late and did not visit his mother-in-law.
HE IS TIRED OF THE NEGATIVITY FOR A DAY AND NOW HE ONLY WANTS QUIET AND PEACE. HIS CHAIR AND HIS BEER IS HIS PERSONAL SPACE.
Objective: Given the existence of the Dark Market, convey brand values to the consumer, build an emotional connection, showing that BM understands and appreciates the needs of the TARGET AUDIENCE
Insight: Beliy Medved is a welcome reward for a man after a working day. But! Only if his beloved did not find him some important things to do. Or didn’t start making regular claims.
Solution: A man needs not only a reward, but also an understanding that he deserves it. It is believed that the wife often acts as a barrier to a man’s relaxation. We will become mentally closer to our audience if we TURN A WOMAN FROM A BARRIER TO OUR HELPER.
Result: More than half of the audience (65%) who watched the video and saw the brand message were women. BM sales dynamics grew by 37% since the start of the campaign