| Title | VakaraZinas |
| Agency | Garage 4x4 Ltd. |
| Campaign | TV Set Suicides - SIA Baltkom TV |
| Advertiser | SIA Baltkom TV |
| Brand | Baltkom TV |
| Posted | September 2003 |
| Product | Cable TV |
| Business Sector | TV/Radio Programs & Stations |
| Story | TV set owners didnt see clear difference among cable TV provider offers, therefore TV sets were selected as ultimate experts - really quality sensitive, same time, being as a part of the family, they want to perform at the best possible. That leaded to the Message that appeared in all executions: bad quality broadcasts make TV sets commit suicide. To encourage to choose Baltkom TV, the message in the second part of the campaign was more specific and focused on the target audience action: save your TV set and connect it to Baltkom TV! |
| Philosophy | Media strategy was focused on maximizing audiences attention on the cable TV category issues and finally revealed Baltkom TV solutions. The campaign consisted of three parts: teasers, image and special offers. Teaser part was designed to create a "noise" around TV sets suicides, and possible "investigation" of this case. Radio most operative and common for hot news media was selected to deliver the information. Image part to reveal the results of "investigation" and establish Baltkom TV differentiation on the best quality. TV and press most powerful media to deliver the image were used. Image advertising on radio insured high reach frequency. Special offers form Baltkom TV - to establish its goodwill to solve the TV set suicide issue and give the rational reason of preference. Outdoor (bus stop shelters and posters in the elevators) were used, as with them we targeted audience geographically (service is available in selected regions in Riga). It was supported by maildrop that delivered more specific information. |
| Problem | Baltkom TV is largest and historically first cable TV network in Riga having high brand awareness and best coverage. To insure the best broadcasting quality, they have latest technology (optical cables) and 24 h quality monitoring. Compared to competitors, they have slightly premium pricing. All competitors have similar program mix, in general very small difference in the cable TV products. Main communication form for cable TV networks was sales campaigns, which leaded to lack of differentiation of the brands within the category. End of the year is typical period for cable TV category activities active sales campaigns, special offers. It was clear that in March 2003 cable TV providers would increase prices, as VAT 9% was applied for the category, which is the threat for the loyalty. Therefore Marketing objectives and strategy were: strengthen Baltcom TV customer loyalty, attract new customers in Dec 2002 - Jan 2003 period and strengthen Baltkom TV brand by increasing its differentiation and giving clear reason of preference. |
| Media Type | |
| Creative Director | Ronalds Griskevics |
| Account Executive | Jana Ladusane |
| Account Director | Girts Ozolins |
| Copywriter | Vilnis Vejs |
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