Innovations case study

MULTIMEDIA CAMPAIGN

KOTEX. «TI SUPERMODEL’-3» («NEXT TOP MODEL-3»)

The objective

To start building Kotex brand image and make brandnoticeable.To offer a special sponsorship project on a high affinitychannel for the most perspective part of Kotex TargetAudience, women of 18 – 25 years old.

Our solution

Creative TV special project on a high affinity channel witheditorial and internet support:

§ TV - Special project - program «Next Top model-3» on.lennahC STS

Sponsorship, Product Placement, Branding, SpecialEpisode – Session.

§ Press - Cosmopolitan magazineThe results of the special session on TV were published inCosmopolitan Magazine next to editorial support of theproject.

§ InternetKotex banner linked to the sponsor's web site in dynamicplacement at www.ctc-tv.ru internal pages (the period fromJanuary to April 2006 ).

Why is this innovative?

Very deep level of brand integration for building strongemotional relationships with Kotex Target Audience.

PREVIOUSPROFESSIONALEXPERIENCE

KOTEX SPONSORSHIP OF «TI SUPERMODEL’-3»(«NEXT TOP MODEL-3») ON STS

The objectiveCreate maximum brand-style presence in the projecttargeted at the most perspective part of Kotex TargetAudience.

Our solution

A great brand creative linkage the project style in the Nexttop model-3: everywhere in the project Kotex style andKotex Brand attributes made the brand noticeable almost100% of the airtime, though the brand itself had a verylimited presence and only 1 sponsorship commercial (theopening one) in the program. The period from January toApril 2006 had weekly prime-time airings of 1-hourprogram.

Why is this innovative?

The biggest innovation was that the whole program stylewas changed to fit Kotex Brand style and Kotex Brandattributes.

Kimberly Clark, Kotex

Innovations case study

KOTEX SPONSORSHIP OF «TI SUPERMODEL’-3»(«NEXT TOP MODEL-3») ON STS

!!!The first time on Russian TV Unique creative option –Branding means: Brand Attributes, LOGO, Main Brandcolors in:

- Interior Area Design.

- Program graphics’ design.

- Branded Girls’ Resume by using computerized Koteximages.

Kimberly Clark, Kotex

Innovations case study

FREE OF CHARGE!

KOTEX SPECIAL PHOTO-SESSION IN «TISUPERMODEL’-3» («NEXT TOP MODEL-3») ON STS & INCOSMOPOLITAN MAGAZINE

Special Photo-session was organized in one of the episodesof the TV show.

The results of the session were published in CosmopolitanMagazine next to editorial support of the project.

Kimberly Clark, Kotex

Innovations case study

KOTEX SPONSORSHIP OF «TI SUPERMODEL’-3»(«NEXT TOP MODEL -3») ON STS AND IN THEINTERNET

Kotex Sponsorship commercial

Kotex Internet Banner on www.CTC-TV.ru

Kimberly Clark, Kotex

Innovations case study

Innovations case study

MULTIMEDIA CAMPAIGN

KOTEX. «TI SUPERMODEL’-3» («NEXT TOP MODEL-3»)

Results

The project has got potential additional value not onlybecause of its great creative idea, but also due to the extrasobtained free of change throughout the process, such as:

§Internet banner on CTC-TV channel, with high rating duringthe complete project;

§ Exclusive brand placement – this option, didn’t previouslyexist (it was a special invention for Kotex) and thereforehasn’t got the cost equivalent to benchmark against.

It saved about 68% of project budget!

Kimberly Clark, Kotex

Innovations case study

MULTIMEDIA CAMPAIGN

«BORN UGLY» («NE RODIS’ KRASIVOY») BECOMESBEAUTIFUL WITH ORIFLAMEThe objective

To increase brand awareness among target audienceTo offer a special sponsorship project for Oriflame problem

audience in accordance with 3D research conducted in

December 2004.

Our solutionCreative TV special project on a high affinity channel witheditorial and internet support :

- PP/Sponsorship of «Born Ugly» serial (the most popularserial all over the world, also on Russian TV).

Special project in «Born Ugly» Magazine - a specialmagazine issue for the fans of «Born Ugly» serial,dedicated to the Women’s Day.

- Oriflame banner (literally translated) “One is not bornbeautiful, one becomes beautiful as a result of hard work”linked to the sponsor's web site in dynamic placement atwww.ctc-tv.ru internal pages (from February to July 2006 )

Why is this innovative?

The main communication idea was based on a deepassociation of Oriflame target audience – ordinary women– with the main character of the serial – Katya Pushkareva.

Oriflame

Innovations case study

ORIFLAME SPONSORSHIP OF “BORN UGLY” («NERODIS’ KRASIVOY») SERIAL ON STS

The objective

To establish a strong brand integration with a new serialwhich will be the most popular among the target audience,telling the main brand story : (literally translated) “One isnot born beautiful, one becomes beautiful as a result ofhard work”…with Oriflame.

Our solution

Was negotiated that Oriflame brand will become a majorsponsor of «Born Ugly» serial (the most popular serial allover the world, also on Russian TV) getting not only 10”sponsorship product bumpers but will also:

-Conceptual Рroduct РlacementThe idea of the concept is to demonstrate thetransformation of Katya Pushkareva, the main character ofthe serial from an ugly duckling into a beautiful swan, notonly physiologically (in accordance with the show’s idea),but also physically using Oriflame products.

The period from February to June 2006 had daily prime-time airings of 1-hour series.

Why is this innovative?

An excellent environment for showing to the targetaudience that everybody can become attractive, spirituallyby perfecting their relationships and physically by usingOriflame products.

Oriflame

Innovations case study

ORIFLAME SPECIAL PROJECT IN “BORN UGLY” («NERODIS’ KRASIVOY») MAGAZINE

Oriflame Special Project were published in “Born Ugly”Magazine – special issue for the fans, dedicated to theWomen’s Day.

Oriflame

Innovations case study

ORIFLAME SPONSORSHIP OF “BORN UGLY” («NERODIS’ KRASIVOY») SERIAL ON STS AND IN THEINTERNET

Oriflame Sponsorship commercial

Oriflame Internet Banner on www.CTC-TV.ru

Oriflame

Innovations case study

MULTIMEDIA CAMPAIGN

«BORN UGLY» («NE RODIS’ KRASIVOY») BECOMES BEAUTIFUL WITH ORIFLAME

Results

Such kind of conceptual project was implemented a first- time being a result of a verydifficult negotiation and supervision process. There is still a huge resonance in advertisingand among TA.

Participation in the project and the fact that Oriflame was one of the reasons KatyaPushkareva turned into a beautiful woman boosted the number of consultants hired forOriflame business.

One more indicator of success of this project and high affinity is the fact that KatyaPushkareva was put into one of Oriflame’s autumn catalogues.

Oriflame

FMC / Explorer

Innovations case study

CONTENT BRAND INTEGRATION: FORD EXPLORERIN PROJECT OF VLADIMR POZNER

“ONE STORIED AMERICA”

The objective

Find original content environment for new Ford ExplorerLaunch

Inspire interest to a brand & build up brand awareness

Create a reliable and legendary brand image withlongstanding history and demonstrate real quality ofAmerican auto industry

Our solution

Content brand integration in one of the main projects ofone of the leading channels (First Channel) – documentaryserial “One Storied America ” with the most intelligent TVpersonality – Vladimir Pozner

Film based on notes by ILf and Petrov which were writtenafter traveling in the USA and published in 1936 andbecame a real bestseller of that time, a real “keeper”

- Car as a main means of travel

- Special series devoted to Ford Motor Company - reportfrom Ford museum and factory

- Farewell scene with car – presenters kiss headlights andbumper of the Ford and say thanks to the car.