The brand «URA Confectioners» has introduced a new local advertising campaign, which kicked off in Chelyabinsk and Yekaterinburg. The key goal is not just to inform but to create vibrant emotional engagement and significantly increase brand awareness among residents of the Urals region.
The campaign’s central symbol—the recognizable heroine from the cookie packaging—literally comes to life to establish a new level of connection with consumers.
A Multichannel Strategy for Maximum Impact
To create a sense of presence and immersion into the brand, a comprehensive approach was developed, utilizing channels that guarantee maximum reach and emotional resonance.
-
Broadcast promotion on leading radio stations.
Catchy jingles will air on popular radio stations in both cities. Their task is to evoke warm associations and remind listeners of the familiar taste from childhood, enhancing spontaneous brand recognition. -
Creative outdoor advertising with 3D effects.
The campaign focuses on memorable visuals. Unique banners have been placed on streets, where the image of the heroine breaks free from the two-dimensional space, creating an illusion of three-dimensionality and dynamism. This technique aims to spark surprise and engage consumers in interactive communication, encouraging them to generate user-generated content. -
Partnership with opinion leaders to build trust.
To strengthen trust and generate organic discussions around the brand, local bloggers from the Urals have been engaged. Their genuine reviews and creative content in the areas of gastronomy and family values allow the brand to connect with the target audience in a relatable way.
The goal of this campaign is to elevate brand recognition to a new level and create a strong emotional bond with consumers. We are not just talking about the product—we are creating a memorable experience associated with joy and care from a local Urals producer, commented Commercial Director Dmitry Meshkov on the campaign’s launch.
