Intron.

1
Intron. Taxi drivers media solution.
Intron. ???????? ???????? ???????.
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• Task
• Intron is a GPS navigation (address finding)
  device which is unknown in Ukraine. The task was
  to turn attention of the potential buyers to it.
  Additional problem was that Intron was only
  distributed in Praktiker store network and had
  limited budget for the advertising activities.
• Media Solution
• In such a situation creative use of media was a
  must. We had to stimulate much bigger attention
  that the media budget allowed us.To do this, we
  used people, who are the experts in finding the
  addresses Taxi drivers.
• We recorded a real life conversation among
  them, when they say its easier to find the
  address with the help of Intron. We aired the
  conversation thru taxi corporation CB radio,
  and passengers believed it was for real. Then, we
  aired the conversation on commercial radio
  stations, but prepared it the way listeners
  believed their radio has picked up a taxi CB
  radio frequency, and they listen to a real taxi
  drivers conversation.

3

• ??????
• Intron ??? GPS ?????????, ??????????, ??
  ????????? ??????? ?????????? ? ???????. ???????
  ???????? ???? ???????? ? ?????????? ????????
  ????????????? ?????????????. ??????????????
  ????????? ????? ??, ??? Intron ????? ??????
  ?????? ? ???? ????????????? Praktiker, ? ???? ??
  ?????? ? ???????? ??? ????????????.
• ???????? ???????
• ? ???????? ???????? ?????????? ?????????????
  ?????? ???????????? ????? ???????????? ????????.
  ?? ?????? ???? ???????? ??????? ??????? ????????,
  ??? ???????? ???????? ??????. ????? ????????
  ?????????, ?? ???????????? ????????? ? ???????
  ??????? ?????????. ?? ???????? ????????
  ???????? ????? ??????????, ? ??????? ???
  ??????????, ??? ???????? ????? ??????????? ?????
  ? Intron. ???????? ????? ? ???? ?????????????
  ???????????? ?????????, ? ????????? ????????, ???
  ?? ??? ????????. ????? ?? ????????? ????? ??
  ???????????? ?????????????, ?? ??????????? ???
  ????? ???????, ????? ????????? ????????, ?????
  ???????? ???????? ?????????? ?? ????? ????????? ?
  ??? ??????? ???????? ???????? ?????????.

4

• Results
• We have successfully reach two audiences The
  first, niche audience of experts, which Were taxi
  drivers. They seeded the message and started
  words of mouth. Then in the Second part of the
  campaign, we got broad audience thru radio
  campaign. The non standard media approach made
  them highly responsive to ad, and ended up with
  great sales, exceeding initial sales plan by
  160.

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• ??????????
• ?? ??????? ???????? ????? ??? ?????????.
  ??-??????, ?? ????? ???????????? ????????.
  ???????? ???????, ???????? ??????? ???????
  ?????????. ?? ?????? ????? ????????, ?? ????????
  ??????? ????????? ????????? ????????????
  ?????????????. ????????????? ???????? ??????
  ????????????????? ???????? ?????????? ? ???????,
  ?????????? ??????? Intron?, ??????? ?????????
  ???? ?? 160.

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Taxi drivers media solution ????????
???????? ???????
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Why is this project worth award

• Its an idea never done before.
• It involves mix of traditional and
  non-traditional media.
• It got a great recall and its highly effective
  in sales.

8
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