Offline for B2B: How We Arranged Ad Placement on One of the Largest Media Facades in Moscow as Fast as Possible
To increase reach and awareness among the target audience regarding an upcoming business conference in Riyadh. As is well known, there are many companies and business centers in the Arbat that cater to directors and businesspeople.
Background
Our client, the Government of Saudi Arabia, had a clear task: to place an ad on one of the largest media facades in Moscow, on the Arbat 2 building, from October 15 to October 31, 2019.
Goal
To increase reach and awareness among the target audience regarding an upcoming business conference in Riyadh. As is well known, there are many companies and business centers in the Arbat that cater to directors and businesspeople.
Solution
A partner advertising agency representing the Government of Saudi Arabia approached our agency in late September with a request to place an ad on a media facade of the Arbat 2 building in Moscow.
The banner provided by the client was entirely in English, with no Russian translation, which violates the Russian law ‘On Advertising’. A translation into Russian in small print must have been added at the bottom of the layout. Realizing the specifics of Russian consumers and that, even though many know English, the perception of ads in a foreign language could dramatically affect the campaign's results, we persuaded the client that the banner must be in Russian.
Our agency members helped the partner advertising agency translate the layout text, and the ad launched, fully adapted for Russian consumers.
Results
The number of OTS (opportunities to see) for the media facade exceeds 700,000 per day. The ad has got more than 12 million views during the placement period. The client was truly satisfied with the ad placement.
