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Name

LADA GRANTA : BALLET

Advertised product

NEW GRANTA FAMILY OF CARS

idea

New Lada Granta “Keeping The Word” launch campaign Lada Granta is a legendary car in Avtovaz lineup and one of the top-3 best-selling cars on the Russian market. However, it has the cheapest price among other models and therefore appreciated as a multipurpose vehicle for daily use, not a dream car. Research shows that people are losing trust in ads. They tend to believe in stories told by real people. That is why we created true life stories about real people who keep their promises. Stories that got under the skin and into the heart of our audience and caused the unprecedentedly warm response. Many people across Russian regions live simple lives not asking for recognition, money or fame. They do what they have to do, and often do it for others, disregarding their own needs. Such is the Russian common folk is. No matter the circumstances and difficulties he faces, he will keep his word, once given. He is reliable, unpretentious, honest, and humble. Selfless acts are common and expected of him. His close ones depend on him. You can rely on him, but he can rarely rely on his car, which is usually an either a poorly built one or an old one. Reliable person needs a reliable car. We elevate the everyday challenges of our everyday hero to the level of deep human drama, and we celebrate those who keep their word no matter the circumstances. CTR is four times higher than normal. VTR is twice higher than normal. Take into account that the norm is for a 30 seconds commercial and Granta films are 3 minutes. The post-test indicators for confidence, attractiveness, and quality, all show growth of several times. When asked ‘did you enjoy watching Grant ads’ the answer ‘Yes’ was ten times higher than the market average. Film advertisement created by Adwise, Russia for Lada Granta, within the category: Automotive.

credits

LADA Jan Ptacek, Executive Vice President for Sales and Marketing Fabien Goulmy, Marketing Director Alena Krylova, Head of Ad & Communication Strategy Division Alexey Shishkin, Head of Ad & Communications Mariya Banchik, Leading specialist Natalya Martynova, Project Manager Mikhail Nikolaev, Project manager FUEL Agency (ADWISE Group) Denis Koutylov - Chief creative officer Dmitry Ulyanov - Strategic Director Dmitry Yanin – Creative Group Head Mike Gibson – Creative Director Roman Serdyukov - Copywriter Tatyana Chvokanova - Client Service Director Ksenia Fomenko - Senior Account Manager Oksana Kondratieva - Producer Alexandra Igumentseva - Junior Producer BAZELEVS Production House Director - DOP - Marat Adelshin Second director - Rostislav Kovalevsky Director of editing - Chebotarev Sergey Producer - Anna Shimanogova Assistant producer - Ksenia Pervushina Post-production producer - Ivan Potemkin Color correction - Color Larek Music composer – Timur Aminov