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The Sense of Indirect

The Sense of Indirect. Client: British American Tobacco Trading Company Brand: Dunhill Event: Tobacco House Dunhill VIP event Place: Minsk, BRONX club Date: August 28th, 2008. General Info. Strengthen the relationship with VIPs Communicate the brand as a part of TA’s lifestyle

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The Sense of Indirect

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  1. The Sense of Indirect

  2. Client: British American Tobacco Trading Company Brand: Dunhill Event: Tobacco House Dunhill VIP event Place: Minsk, BRONX club Date: August 28th, 2008 General Info

  3. Strengthen the relationship with VIPs Communicate the brand as a part of TA’s lifestyle Refresh the platforms of the brand in TA’s mind Goals & Objectives

  4. The advertising of tobacco on Belarusian market is seriously restricted by law - it’s ATL communication is totally prohibited. Neither can tobacco be connected with Arts (which is one of the major platforms of Dunhill brand) Target Audience – 40+ business & art cream, trendsetters, top journalists. Sophisticated & arrogant, difficult to impress Background

  5. We could not communicate directly due to legislation We could not perform directlydue to TA’s superstition to directadvertising Challenge

  6. We came to the idea of playing with indirectas the theme of the evening: «THE SENSE OF INDIRECT» According to the Ministry of Culture “installation” is not listed as a genre of art. Nevertheless “installation” is perceived as art by common people. So we decided to use what is considered to be art but is not art officially – the installation! Our installation was entirely created by the agency exclusively for the event. The core idea was to put the stress on the indirect perception of senses The event was hosted by Dunhill Tobacco House, so the connection to the Dunhill brand was obvious. The content of the evening was not connected to the product but to the lifestyle & values of the brand making the communication indirect Concept

  7. INSTALATION 1 «1536 for 4 independent audio sources»– musical composition created specifically for the event was visualized by professional sound gadgets, thus giving the opportunity to SEE what you HEAR INSTALATION 2 «Food»Displaying the selection ofphotos (100) from the private collection of photographer A. Harokh, who fixed all the disheshe was using for food since the year 2004 & showing the reels that visualize disappearing of food from plates, this way letting our guests TASTE what they SEE Event Activities

  8. INSTALATION 3 «Personal Jazz»The music could only be heard by the trio members: professional musicians playing bass & electro drums & a guest who was taking part in the performance. Guests were playing the TerminVox, which let them HEAR the radio waves he TOUCHED PRODUCT «Cigars» Our expert was choosing the AROMA of spirits to match Dunhill cigars which endowed the TASTE with nuances Event Activities

  9. In addition we created Jazz Club Zone where the guests were to enjoy the haut cuisine... …and Free Jazz band featuring best young saxophonists of Russia & Belarus Best Belarusian lounge DJ accompanied the evening Event Details

  10. The event was attended by 180 of 200 of invited guests, that is 90% The majority of the guests stayed at the event till the very end In the further communication the guests gave positive feedback & expressed the willingness to attend the upcoming Dunhill Tobacco House events Results

  11. Thank You!

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