National promotion campaign boosting Pall Mall will be launched on the 1st of May and will last till the 31st of July in 24 Russian towns. The slogan will sound like “Catch MINI with your imagination”.
The campaign sense: you need to send 10 special codes taken from Pall Mall packs to the indicated sms-number, then describe Mini Cooper of your dream, give it a name and send your personal questionnaire and you will get a chance to win one of 10 Mini Cooper autos.
Within the framework of this project Global Point agency will realize the BTL-program in HoReCa channel. From the 8th of June till the 1st of July, every Thursday, Friday and Saturday 3 promotion teams will work in crowded places like coffee houses, clubs, internet-cafes etc. Every team will consist of 3 guys. They will inform the target audience about the current campaign drawing their attention.