K-01-18. BARRIER water filters: advertising campaign'2013

Agency	Paradigma
Creative head	Kirill Latyshev
Author of idea	Kirill Latyshev
Product	BARRIER water filters
Description	BARRIER Оne of the leaders of home water purification in Russia. Today BARRIER solutions include jugs and filter cartridges as well as stationary flow filters. ? Problem Despite the strong market position, the share of BARRIER products recently ceased to grow. Even with a noticeable amount of marketing communications BARRIER commercials were still lost among similar videos promoting rival brands. ? Solution 1. Together with the client, we have set the new insight: «BARRIER is a filter for your water. It’s easy to solve the problem in your exact area - in your street, in your tap». 2. Instead of faceless families we proposed to use TV-star spouses Mikhail Schats and Tatiana Lazareva as the brand faces. 3. Typical problems with tap water are shown in the BARRIER TV commercials – with the solutions to each common problem. BARRIER. Filter for your water. Broadcasting was planned considering specific problems with water in each region covered by the campaign. In addition to TV advertising we also used print advertising in The Moscow subway. ? Results BARRIER brand awareness + 5.7% Number of consumers who choose BARRIER + 8%. BARRIER moved ahead of its competitors, spending far less money on marketing.
Advertiser	METTEM- Technology
Team members	Kirill Latyshev, Creative Director Ekaterina Tarasova, Art Director

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