UFO Traces

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UFO Traces (category M-4)
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General information
Submitting Agency Sergey Nagih (Syktyvkar,
Russia) Client Sodeystvie (Russia) Brand
So-Deystvie (Hardware provider) Campaign Title
UFO Traces Dates July - August 2005 Media UFO
Traces in fields, Virus, Billboard.
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Communication objectives
Hardware provider So-Deystvie had changed its
brand style. Agency objective was to make the
new logo pop-up a bright Event in the Republic of
Komi.
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Media - innovations
In the fields of Syktyvkar and Ukhta were made
UFO traces that reflected the shape of an
unknown yet logo. E-mails with attached photos of
the anomaly were sent to various mass-media,
and after that the news got the full coverage!
Press-conference, organized by So-Deystvie in
2 weeks, revealed the secret. The news about UFO
traces that actually was the new logo of
So-Deystvie change entered mass-media headings!
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Its already interesting!
After we evoked interest to the new logo, the new
symbol and the slogan Discover the power of
mind! appeared on the So-Deystvie street
billboards.
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UFO in Syktyvkar
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UFO in Ukhta
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33 newspaper articles
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Intrigue for mass-media
Dear colleagues! You are invited for the
press-conference Authors of circles in the
fields are disclosed! It has become evident that
the circles in the fields of Syktyvkar and Ukhta
were deliberately sold as UFO Traces by certain
group of people. On August,1 at 11 a.m. the
authors of the circles will reveal themselves at
the press-conference, that will take place
Komiinform media agency. The names will not be
called before the press-conference, in order to
avoid expected pressure.
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Billboards in the streets
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Results

• 33 newspaper articles, 5 TV stand-ups, 6 news on
  the radio, 25 Internet articles, buzz.
• JASOND 2005/ JFMAMJ 2005
• B2C increase 34
• B2B increase 99
• JFMAMJ 2005/ JFMAMJ 2004
• B2C increase 19
• B2B increase 76

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Peculiarities
UFO Traces provoked buzz. Mass-media accepted the
virus and gave it further way around free of
charge. The UFO budget, including the
press-conference, made only 248. The event was
taken in real-life context (not as
advertising) and this was the reason why this
message was taken with interest and stayed for
long in people minds. UFO Traces, as an
attribute of outer space mind underlined the
idea of the brand, conveyed in the slogan
Discover the power of mind!.
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Thank you!