Creative concept development and ad campaign implementation for an opening of new "Pyaterochka"


SHOPPING
Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective Objective


The face of the
campaign
Mark represents the target audience of new "Pyaterochka" supermarket. Most of them are introverts, who are interested in decreasing any social interactions and avoiding annoying cashiers as well as people in general. That's why that influencer was a perfect fit for the promotional strategy.

Concept
Integration
Chat concept
This concept has been executed in a bunch of videos with standup comedian Mark Sergienko talking about "Pyaterochka" #onflight. And these videos are discussed in a fictional community chat.
SOLU
TION
TION
After we had developed the project's concept, we planned an online ad promotion. The campaign was divided into several stages that were coordinated with target audience's level of awareness about the supermarket.
New way
of modern shopping
of modern shopping

Pyaterochka on-flight —
shopping is faster than
shopping is faster than
Making coffee
Listen favorite music
Prepare breakfast
WORKRESULT
Команда
FABULA
Yuriy Nechaev
Strategy director
Nikita Ruchkin
Production director
Dmitri Bugaev
Art Director
Inna Samylova
Creative Director
Nikolay Murygin
Copywriter
Tatyana Savchenko
Graphic designer
Svetlana Ryabova
Marketing Manager
Nikita Seminozhenkov
Project manager
Dmitry Vavilov
Layout designer
Head of SMM
Nikita Markelov
Pyaterochka
Daria Nikiforova
PR&Marketing
больше кейсов
больше кейсов
больше кейсов
больше кейсов
не пропусти!