| In the midst of the New Year and Christmas holidays, Mirror-TV, in collaboration with the Initiative agency, conducted an advertising campaign for Lipton Linea tea. For a month, visitors to the best restaurants and cafes in Moscow saw an advertising video for this latest offering from the Lipton green tea collection in Mirror-TV mirrors.
The advertising campaign ran from December 22, 2008 to January 21, 2009. At that time, during the New Year and Christmas holidays, restaurants and cafes attracted more visitors than on ordinary days. The desire to relax and gain strength before the new working year brought city dwellers to a table full of delicacies and, as a rule, calories.
During the advertising campaign, Mirror-TV mirrors told visitors to restaurants and cafes about the new collection of green tea – Lipton Linea. The uniqueness of this series of tea is that it contains twice as many catechins compared to the classic series of Lipton green tea. Catechins are substances that are naturally found in green tea. They are able to maintain a healthy balance in the body and help it cope with unfavorable environmental factors, which is why they are so important for good health.
Teas from the Lipton Linea collection contain only 2 kcal per cup, and together with a balanced diet and a healthy lifestyle, they help take care of your figure.
The originality of the advertising campaign was that it used the maximum capabilities of Mirror-TV mirrors as advertising media in the ambient media category (i.e. using the human environment). The commercial subtly used the «essence» of the advertising medium — the mirror. When the visitor looked at his own reflection, the Mirror-TV mirror began to show a video in which a slender girl in front of the mirror admired her figure. A pleasant female voice said that there is nothing surprising in the fact that «you can't take your eyes off your figure.» The reason for this is drinking Lipton Linea tea while following a balanced diet. Thus, a person in front of the mirror compared himself with the heroine of the video and had the opportunity to draw his own conclusions about the advertised product.
A «targeted» advertising campaign was carried out especially for Unilever. From the list of Mirror-TV partner restaurants, those whose clients most closely match the target audience of Lipton Linea tea were selected. According to marketers, the main consumers of Lipton Linea tea are women under 45 years of age.
Andrey Stalmakov, CEO of Mirror-TV: «Our mirrors are installed in restaurants and bars designed for people with different tastes and interests. And the advertiser can choose the establishments where he would like to tell the target audience about his products or services.»
The Mirror-TV company is a network of innovative advertising media (Mirror-TV mirrors) in the best restaurants and cafes in Moscow and St. Petersburg. In appearance, these are ordinary mirrors, harmoniously integrated into the interior of the premises. They are installed in halls, cloakrooms and restrooms. The mirror has a built-in screen with a sensor that reacts to movement. When a visitor approaches it at arm's length, a video with sound appears in the mirror. The screen occupies only part of the surface of the mirrors.
Mirror-TV was founded in 2007, when the idea of creating a fundamentally new advertising medium in the Indoor advertising format appeared. In April 2008, the company received a patent for the invention.
Mirror-TV places media in restaurants and cafes designed for the widest consumer audience. Today the company has about 300 mirrors in more than 130 restaurants in Moscow and St. Petersburg. This is more than 1.5 million high-quality contacts with the consumer per month. Mirrors are placed in halls, cloakrooms and restrooms.
The company's advertising media are connected to a single server via the Internet. This allows you to track the number of contacts on each of the Mirror-TV mirrors online. In addition, it is possible to quickly manage the content of the advertising media.
Investments in the project amounted to more than $ 1 million. In 2009, it is planned to increase the number of partner restaurants by 2 times, and advertising media by 110-130%. It is also planned to develop the network in cities with a population of over a million.
The company sees its mission in helping advertisers convey information about their products and services to an audience that is difficult to reach for traditional media.
Andrey Stalmakov karta-smi.ru |
