The brief: New bar “Youth” promotion.

Market situation: Ekaterinburg is a city with an incredible competition in the segment of HoReCa. The offer is much faster than demand, and restaurants and bars are forced to fight for the loyalty of the audience.

We searched through Internet and flea markets and found similar objects with insights from our heroes’ stories, prepared branded parcels with these insights inside and delivered personally to each celebrity. Each parcel was accompanied with funny individual invitation to the opening of YOUTH bar. So all recipients of direct mail were motivated due to the personal insights and specific things that once influenced their life dramatically.

To promote a new bar YOUTH we have chosen TOP 20 media celebrities of the city and sent them individual invitations with personal insights inside. To find these insights we created a topic “Stories from our YOUTH” in the city portal and imitated a series of interview with professional reporter, where our heroes were remembering the nostalgic times of their youth, their first jobs, first dates, favorite hobbies. We found out all those things that made them famous afterwards, we found like it all has begun when they were young.

100% of people visited the opening party.

Campaign became a real newsbreak for mass media and covered more than 100,000 people on Internet.

YOUTH bar became one of the most famous and popular bars in the city.

So..Times change, YOUTH stays the same!