2. CONTEXT
➤ In the Republic of Belarus share of people aged
65+ and over in 2014 made 14%, and in 2050
will make 28%.
OUR PROBLEM
➤ Self-identification of elder person as
useless and not-needed in Belarus. Accepting
this stereotype is dangerous for themselves:
they live less, they stay alone.
➤ The lack of solidarity between generations:
weak social relationships, no respect between
generations, strong stereotypes.
➤ €110 - extremely low average pension in
Belarus in 2016 leads to low social activity.
3. TARGET AND
INSIGHT
Target groups:
• Elder people (f/m; 55+; all Belarus)
• Generation gap audience (f/m; 15-35; all Belarus)
Insight:
Elder people: “I’ve lost in modern world. They use the
Internet, sites, apps… Our world is changing so fast.
My hobbies, achievements and favorite things are not
interesting for next generations.”
Young people: “I think we have nothing in common. And
it is normal. We say: mind the gap.”
4. KUFAR - THE THIRD
BELARUSIAN SITE,
LARGEST ONLINE CLASSIFIED
(like eBay in US and UK)
USING BIG DATA WE CAN FIND
MORE THAN 100,000 ELDER
AND MORE THAN 500,000
YOUNGSTERS ON KUFAR
48% ELDER PEOPLE PUBLISH
THEIR ADS WITHOUT PHOTO
AND DESCRIPTION. WHAT
DECREASES CHANCE OF
SELLING
5. WHAT DO THEY
HAVE IN COMMON?
THE SOLUTION
NEW SECTION ON THE KUFAR: RETRO MARKET
THEY DO LIKE RETRO
THINGS!
6. 1)The new section with retro things opens in Kufar.
We contact with elder people and help them to upload nice
photo. We also teach them how to write description for an ad,
because every thing has own history.
Cool retro things with stories are much more interesting
for young generation!
2) Kufar organizes First Retro Festival in Belarus (event). We invite
all elder people and youngsters to meet together, sell or buy their things
or services and spend time together.
Here you can find cool vinyl player or hand-made sweater!
Here you can find cloth and accessories, jewelry and household goods,
designed furniture and vintage home furnishings, rare souvenirs and
street food.
€12
Lybov Vasilievna,
65 years, Minsk
Family Chest from 70s
I bought it Amsterdam in 1970 on Big Fashion
Market!
This chest also was in London in 1972, in Moscow
in 1980 and in USA in 2002.
From 2004 my cat Ludo lived there, now he has
new house!
THE SOLUTION
7. ➤ For elder people:
1) The ability to feel necessary and useful in the modern world.
2) We teach them how to use Kufar (upload photos, write description,
etc.). Now they have a place for buying / selling ads, community feel.
They can discuss things, comment and like them. All stories of people
will be necessary for someone else!
3) They can earn money for themselves.
➤ For generation gap audience:
1) They can find things with an interesting history. This is more than
just antiques.
2) Feel proud of grandparents in Belarus. Our grannies are really cool!
➤ For Kufar:
1) «Opening» new category.
2) Reinforcing Brand values, increasing overall brand equity.
3) Opening a new opportunity for online engagement with Kufar.
BENEFITS
8. CAMPAIGN OBJECTIVES
Create advertising campaign for Retro Market.
(both online and offline).
Organize First Retro Festival (BTL-event) in Belarus.
Create a Brandbook for Retro Festival.
DELIVERABLES
• Own (incl. Kufar + Social media)
• TV / Radio / Print / plan
• PR plan
• Digital and social media plan
KPI’s
at least 50.000 Retro ads on Kufar
+20% Visits on Kufar
20.000 guests of Retro Festival
Kufar Top of Mind 40% (now 34%).
BUDGET
€90 000 Production
€120 000 PR / Media
€45 000 BTL-event
DELIVERABLES AND BUDGET
