
Agency	Red Pepper
Creative head	Данил Голованов
Author of idea	Данил Голованов
Product	"Podzemka" bar
Description	Podzemka is one of the most spacious bars in Ekaterinburg – a city with more than 20 state universities and more than 140 000 students each year. Podzemka is designed specially for student audience. Its unique advantage is incredibly low prices on the menu, offset by a small entry fee. This business model is effective only when there is a high traffic of students in the bar. The problem is that most of them categorically do not trust advertising and students committees refuse to promote a bar in the universities for ethical reasons. How to make students believe that Podzemka is a place created exclusively for them? Make them the authors of advertising campaign! We have developed a unique mechanics by which everyone could make their own ads of Podzemka bar. To do this, it was enough to just insert a photo into an existing template of design layout and select one of the slogans: You're too young to sleep! You're too young to wait for Friday! You're too young to scruple! Or write your own: You're too young to communicate on the net! You're too young to remember yesterday! The advertising campaign was carried out on the basis of the most popular social network vkontakte. The author of each layout received a special card as a bonus, guaranteeing free access to the bar and free drink. The best layouts formed the basis of the image campaign of the bar and appeared in media, on billboards and multi video screens. Results - Bar traffic increased by 1.5 times - The number of members of the official vkontakte group of the bar risen to 21 000 people - More than 1,000 students have became authors and participants of the advertising campaign, simply because they are too young to stay away from all the fun.
Advertiser	"Podzemka" bar
Team members	Креативный директор: Данил Голованов, Никита Харисов Арт-директор: Юлия Узких Копирайтер: Иван Соснин, Артем Зверев Аккаунт-менеджер: Дарья Лунегова Пост-продакшн: Евгений Харченко, Екатерина Головкина Представитель клиента: Евгений Кексин Озвучили: Кураж-Бамбей Музыка: DJ Oguretz - Let The Music Fuck You

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