Creative concept and promotion on the radio

In October 2016, Mediaplus was commissioned to increase the attendance to LADA dealerships for maintenance and repair.

The goal was to evenly reach segments of the target audience in the context of the entire model range of LADA cars and effectively distribute the intensity of advertising in 40 target cities.

To solve this, were required an analysis of the brand’s proposal and a detailed review of the situation in each city. During the advertising campaign, we divided the regions into groups depending on a number of criteria, including the size of the car fleet in the region, which allowed us to identify the regions that need more intensive communication, and further regulate the advertising weight for each target region.

We also developed a creative concept based on the reliability and benefits of service in the official LADA maintenance centers. Both federal and regional carriers on the Internet and on the radio were selected for placement.

As part of the campaign of our communication system, 40 cities of Russia were covered, in which there were more than 730 million contacts with targer audience.

As part of the autumn flight of the campaign, we provided 269,033 transitions to the Client’s website, which indicates a high recognition of the promoted message and the audience’s interest in the LADA proposal.