Mediaplus during spring campaign 2016 faced the challenge to organize a large-scale advertising campaign aimed to inform potential consumers of the product remained unknown at that point of time and called “Individual investment account” (“IIA”). We planned a TV campaign, and also recommended split channels covering Moscow and Saint Petersburg. Our choice was determined by the concentration of majority of target audience of our client in these regions.
It should be noted that Alfa-Capital has become the first company which advertised this product (IIA) on TV. While developing their creative ideas, the client drew an analogy with the first human in space by inviting a cosmonaut Alexey Leonov, the pioneer in outer space. We helped the client to adapt TV ad videos to technical requirements of channels, and the television campaign was launched in conjunction with the Cosmonautics Day.
The client’s idea and the efficient planning performed by managers of Mediaplus positively impacted the image of Alfa-Capital and demand for service “Individual investment account”.
Regional TV and Press