1. «Atlant»
tested
by
journalists

2. Descrip6on
Nomina6on:
• Most
crea*ve
project
• Most
effec*ve
project
Idea:
• «PR
kvadrat»
agency
Client:
• «Atlant»
fridge
plant
Period:
• March
2010

3. Background
• Atlant
-­‐
one
of
the
oldest
plant
in
the
country,
producing
refrigerators
"Minsk"
since
1960
• Historically
"Atlant"
dominates
the
market:
9
out
of
10
Belarusian
cuisines
are
inhabited
by
its
aggregates
• However,
the
tradi*onally
stable
posi*on
deteriorated
in
recent
years
when
modern
western
compe*tors
began
to
penetrate
to
the
market
• By
comparison
"Atlant"
is
psychologically
perceived
as
"old-­‐soviet-­‐school"
company,
despite
the
fact
that
both
the
quality
and
produc*on
condi*ons
of
recent
models
are
compe**ve
to
Western
counterparts

4. Challenge
• To
use
the
50
th
anniversary
as
an
occasion
to
drive
an
exci*ng
media
ac*vity
for
the
first
*me
in
post-­‐Soviet
period
• Posi*ve
feedback
from
the
public
media
with
great
credit
of
trust
should
affect
the
reputa*on
of
the
plant
and
the
percep*on
of
the
quality
of
modern
"Atlant"
technology

5. Solu6on
Crea6ve
idea
• During
a
press
tour
on
the
factory,
journalists
were
able
to
test
personally
all
phases
and
aspects
of
the
produc*on
technology
• Then
"Atlant"
refrigerators
were
marked
«tested
by
journalists»,
and
went
straight
to
the
shops
• We
have
developed
an
innova*ve
format
of
work
with
journalists:
their
review
of
Atlant’s
quality
has
spread
not
only
in
media
but
went
directly
to
the
place
of
purchase

6. Execu6on:
invita6on
"Look
aVen*vely.
What
do
you
see
here?
Take
a
look
inside
and
see
if
our
visions
match"
"We
see
only
five
elements,
that
correspond
to
all
requirements
of
future
«Atlant»fridge.
But
this
does
not
limit
all
quality
requirements.
March
11
we
are
launching
a
new
phase
of
tes*ng
of
our
products
-­‐
test
by
journalists.
You
can
personally
monitor
all
phases
of
produc*on
and
to
say
the
final
word
before
the
refrigerator
will
go
to
the
consumer.
"

7. • Accredita*on
• Excur*on+Tes*ng
• Press-­‐conference
• Cocktail,
informal
communica*on
Execu6on:
press-­‐tour
schedule

8. • With
the
press-­‐kit
par*cipants
received
forms
for
tes*ng:
• Test
of
produc*on
and
finished
products
(visi*ng
plant)
• Test
of
the
history
(visi*ng
factory
museum)
• Test
of
the
management
(press-­‐conference
with
top-­‐management)
• Test
of
tests
(demonstra*on
of
all
tests
in
laboratories)
• The
forms
were
filled
in
while
passing
the
tour
Execu6on:
tes6ng

9. • In
crash
test
par*cipants
were
able
to
make
bets
whether
refrigerator
«Atlant»
will
stand
falling
down
• In
the
second
laboratory,
while
in
total
silence,
several
par*cipants
tried
to
reproduce
the
noise
of
refrigerator
• Par*cipants
could
see
all
steps
of
produc*on
and
learn
about
ways
to
achieve
quality
at
each
stage.
The
excursion
was
completed
in
the
department
of
reference
products
Execu6on:
tes6ng

10. • Final
point
of
tes*ng
was
the
placement
of
s*ckers:
"Tested
by
journalists"
on
refrigerators
that
were
coming
down
the
assembly
line
Execu6on:
culmina6on

11. • Total
budget
slightly
exceeded
$6000
• Detailed
results
are
presented
in
media-­‐clipping
(materials
are
in
Russian)
• 100
refrigerators,
marked
with
"Tested
by
journalists"
sign
have
been
sold
in
5
days,
which
is
2-­‐3
*mes
faster
than
normal
rate
of
sales
Results

12. THANK
YOU
FOR
TESTING
OUR
PRESENTATION
«PR
kvadrat»,
PR&BTL
Agency