Drinking water AURA is produced by JSC "Lida Beer" - one of the oldest breweries in Belarus, part of the international concern Olvi.
Our cooperation with this brand started in 2012. At the first stage it was necessary to define the most promising territory for positioning. Many studies were conducted and based on the results we formulated several hypotheses. The most promising position was determined: "Water in the local premium segment is primarily for personal consumption". The primary audience of the brand is urban girls with average incomes. The basic functional characteristic: "Water from an artesian source with silicon content", and emotional - "AURA helps to preserve and emphasize the natural beauty". The essence of the brand is reflected in the tagline "Beauty from nature!". We support a sufficiently high level of brand activity with new ad campaigns every year.
The key objectives of this communication were identified as the following: to strengthen such brand attributes as "status, trust, the water of the first choice", to ensure a certain growth in sales, to increase the indicator of brand knowledge. An effective solution was the participation of the famous Russian singer Natalia Podolskaya in the company. The heroine is an ideal embodiment of the brand - sincere, honest, real, and talented. The plot of the reel illustrated the dynamic rhythm of life of the celebrity, which requires large energy costs and the ability to quickly recover. This way of life is typical of a typical representative of the target audience of the brand - a modern successful woman who strives to manage everything and still be naturally beautiful throughout the day. The visual component of the video necessarily supports the basic idea of the clips.
Precise hitting the audience, organic communication and targeted media strategy allowed to achieve outstanding results and solve all tasks.
The campaign used both "reach" communication channels and many non-standard point solutions. For example branding of the Fashion Collection Boutique Box service which is engaged in the formation and delivery of sets of cosmetics and perfumes samples. The content of the bootie box is widely announced on the Internet and the fashionable Belarusian glossy magazine Fashion Collection. In addition to the branding the client received a large number of additional posts on Facebook, Twitter, and websites of popular Belarusian and Russian beauty bloggers.
AURA. Beauty from nature!
Here you can see all the commercials AURA.