Company: Point Passat
Company Description: Point Passat is a Marketing Communications and PR agency providing counsel to Russian and international corporations. In 1998, 1999 and 2002, Point Passat was named Marketing Agency of the Year by Marketing Russia and in 2000 and 2002, Small Business of the Year, by the American Chamber of Commerce. The agency also received the Silver Archer diploma for best PR project in 1998, 1999, and 2000.
Nomination Category: Team Awards Categories
Nomination Sub Category: Best Creative Team

Nomination Title: "Ulitsa Sezam Summer Road Show (2002)" Creative Solution Team

Tell the story about what this nominated team achieved in the past year (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Background
-Ulitsa Sezam (Russian version of Sesame Street) was first broadcast on Russian
TV channel ORT in 1996
-Nestle began sponsoring the program in 1994
-Ulitsa Sezam still has limited awareness in Russia
-Big break on TV between the last season and the new one, being filmed.

Objectives
-Promote program and attract viewership
-Create awareness of Ulitsa Sezam and its characters
-Inform the public about relationship with Ulitsa Sezam
-Leverage relationship to build Nestle brand preference and loyalty
-Inform about the new TV season of the programme

Strategy
-Create memorable events with a high level of exposure
-Distribute information to appropriate target audience
-Use all communication activities and support materials to emphasize relationship
with Ulitsa Sezam

Problems
-Russia is a big and growing advertising and promotional market, though there are
still a lot of obstacles for promoting certain products.
-Children educational TV is not popular in Russia, basically it doesn’t exist apart
from a couple of programmes and the awareness of them is not high.
-Russian people react very different on promotional activities: Moscow and
St.Petersburg are facing a promotional clutter and this tendency is starting in
some big Russian cities.

Creative idea:
-In order to reach the objectives by the means of a promotional campaign a road
show was designed.
-The cities were carefully thought over: Moscow and St. Petersburg as biggest
Russian cities, Sochi and Anapa as biggest and most popular children summer
resorts in Russia.
-The idea of the road show was the same for every city, though the approach was
individual in order to get more of the target audience. Usually differentiation in the
programs involves increase in the budget but the team managed to think of a cost
effective and creative way – not to bring the public to the event but to bring the
event to the public.
     oMoscow – celebration of the International Children’s Day
     oSt. Petersburg – Children’s drawing competition. Later best pictures of the
     Ulitsa Sezam characters were exhibited in one of the galleries of
     St.Petersburg.
     oSochi and Anapa – the biggest and most popular children resorts, 4 days per
     city.
-Special interactive scenario was written which included theatrical performance of
the main Ulitsa Sezam characters with Ulitsa Sezam songs, and interactive
games with children
-The place was made as a big playground with a podium where the play took
place, other Nestle children’s brands activities: Nesquik playground, Savinov
(sweets) puppet theatre, Nestle Classic (chocolate) clowns gave away product
while playing with kids – all free of charge.
-All promo materials were developed by the agency 
-Leaflets have been distributed in each city 4 days prior to the program plus press
and radio announcements

Results
-The road show attracted much attention from the target audience (children and
their parents)
-Positive feedback from media representatives – more than 50 articles
-17800 people took part in the road show (during 10 days of promotion)

List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

all designs, artwork and best press materials can be provided additionally

Provide a brief (up to 100 words) biography about the leader(s) of this nominated team:

Runova Nadya
Group Account Director
Marketing Communication Agency “Point Passat”

Education and Qualifications: Plekhanov Academy of Economics, Moscow
International Business Studies IBS Plekhanov (double degree programme)
Diploma of specialist degree in Marketing

Arnhem Business School (HEAO Arnhem), the Netherlands
Diploma of bachelor degree in Marketing

-7 years of work experience in Marketing
-5 years as a lecturer in Plekhanov Academy of Economics (lectures and
seminars in Marketing and Management delivered in English)

Team memebers:

Kseniya Belikova
Account Manager

Asya Yakupova
PR Manager

Galina Mazheikina
Event Manager