In Russia Ballantine’s was considered an old-fashioned whisky brand. Its market share was slipping.

Given that all alcohol advertising is banned in Russia the challenge was to create a PR campaign that would radically alter consumer perception of the brand.

The objective was to inspire 25 to 30-year-old white-collar workers to enter the Ballantine’s ‘Stay True’ music competition.

The strategy was to find an original and intriguing hook that would encourage them to take part.

‘Would-be’ musicians were invited to record a song and a video using the lyrics and musical notation from a song written by Mumiy Troll – Russia’s most famous rock band - and to upload it on the Ballantine’s ‘Stay True’ website.

What was unique, however, was that the song had never been recorded. In July 2013 Mumiy Troll’s new album was released with the unusual feature that one of the songs was presented as just written notes and lyrics.

The campaign was supported by a big PR campaign that garnered more than 250 different mentions in magazines and on TV. One of the unique but effective PR channels was face to face dialogue with the HR managers of major corporations which generated the recruitment of almost half of the entries.

The results were impressive: over 311,000 unique visitors to the website; 140 music videos of the Mumiy Troll song; 55 published tracks; a 391% increase in sales and a 51% improvement on the brand’s performance compared to previous years.

Campaign ran for 5 months. Mumiy Troll, Russia’s famous rock band, released a new album with the unusual feature, one of the songs ‘Desert’ was presented as written notes and lyrics.

Magazines and TV commented on the omission and informed about the Ballantine’s video competition directing traffic to the ‘Stay True’ website.

- Also supported by an on and off-trade promotion (80,000 gift packs).

- Initiated face-to-face dialogue with HR managers of leading Russian corporations to encourage their employees to take part in the competition.

Mumiy Troll, were engaged in all activities(press conferences; TV shows; interviews; the wearing of branded T-shirts during their shows and on stage screens during their concerts)BTL-activities (in 10 cities) over 6 months

- Product placements were woven into video of ‘Desserts’ TV channels

- Promo campaign online (social media, YouTube, video channels, entertainment resources, thematic networks (Targetix ; Smi2.net); Viral promotion; Facebook (win a ticket to the concert and a photo opportunity)

- PR events (Leroy Brothers’ exhibition; the presentation of the ‘GQ’ Editor’s book)

- On-trade (T-shirts; downloads of Mumiy Troll album; etc.)

The results were as follows:

391% - increase in sales.

51% improvement on the brand’s performance compared to previous years.

140 music videos of the Mumiy Troll song were recorded and uploaded.

120,000 people downloaded cover versions from the web-site

269, 000 views of viral video

Over 311 000 unique visitors to the website

More than 3,000 shares from the site.

Average time on site, 5-7 min/day

150 publications in print, online and TV (including 5 national TV shows)