Zolotaya Bochka wins first place at the Moscow International Festival of interactive advertising and marketing for it's“Barrel Of Impressions” campaign. (Translation)
14 October 2010
October 11, 2010, Moscow - The "Barrel Of Impressions" by the SABMiller RUS brand "Zolotaya Bochka" won first place at the Moscow International Festival of interactive advertising and marketing RedApple MiXX-2010. "Barrel Of Impressions" received the gold medal of the festival in recognition for solution efficiency, creativity and innovation.
"Barrel Of Impressions" is a large-scale integrated campaign with its website WWW.BOCHKA.RU as a centerpiece. Project participants register at the website and compete for various prizes by collecting impressions hidden on the labels of "Zolotaya Bochka".
The mechanisms of a social network were used in the online-platform. The web platform of the project allows participants to keep blogs, comment on the blog of the project leader and other participants, and also communicate with other users in the forum, getting to know other participants and discuss collective impressions. The project leader - "face, eyes and hands" of the brand - initiates discussions and provides additional information on future impressions to find what will be coded on "Zolotaya Bochka" labels.
TV, print media, external ads, POSM, banner ads and context ads make up the all-Russian coverage of the campaign. The online-platform www.bochka.ru became an instrument to create involvement and ensure the loyalty of participants. The website is a center of communication that allows customers to stay connected 24/7, every day of the year. Very special attention was paid to social media and original Internet-communication.
"Barrel Of Impressions" was launched in March 2010, and today it proves its efficiency by increasingly attracting new participants.
"Barrel Of Impressions" is an unparalleled interactive campaign that proves its uniqueness for the brewing industry as well as for the Russian consumer goods market in general.
SABMiller RUS is a subsidiary of one of the world leading brewing companies SABMiller plc. In Russia, the company has been in operation since 1998, when its first brewery in Kaluga was launched. For 11 years of successful operations in Russia, overall corporate investments exceeded $700 million. SABMiller RUS is one of the leading brewing companies in Russia with a value share of 10.8% and volume share of 7% (according to ACNielsen data December 2009). Today there are over 2000 employees across the country and three production sites: in Kaluga, Vladivostok and Ulyanovsk. Company portfolio is comprised of such well-known international brands as Miller Genuine Draft, Pilsner Urquell, Velkopopovicky Kozel, Peroni Nastro Azzurro, Grolsch, and beloved local premium Zolotaya Bochka, Try Bogatyrya and Simbirskoye beer brands. Quality of the product is guaranteed by World Class Manufacturing Standards that are set at all SABMiller breweries around the world and imply constant process and technology innovation at all stages of the production cycle.
Zolotaya Bochka - leading brand in the portfolio of SABMiller RUS. It was launched in April 1999 and its recipe was developed in line with World Class brewing standards with consideration of Russian consumers' preferences. The best selected malt and hop sorts are used for brewing. In 2003, the brand was re-launched with new positioning and new packaging. Since 2005, Zolotaya Bochka has been bottled in user-friendly bottles of 0.5 and 0.35 liters with a twist off crown cork. Since October 2007, all sorts of Zolotaya Bochka in bottles of 0.5 liter are featured with a bottom-bottle-opener. Zolotaya Bochka extensions include such sorts as: "Svetloe", "Klassicheskoe", "Vyderzhannoe".
Contact for press:
Dmitry ROSS | Phone: +7.495.2278460 | Email: PRESS@RU.SABMILLER.COM
This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com. We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist.
Note, the news release was first published in its local market on 11/10/2010.