radio shanson

Car of the year
Annual national award
2013
Russian car of the year
The national car of the year award is given to the best cars in their class selected by Russian customers
Millions of Russian car owners participate in the voting!
 The project aims to promote consumer interest in  The annual results show how popular specific brands
the automotive market and help implement the
business initiatives of the partners and sponsors.
The award is supported by major Russian
corporations and leading industrial companies from
around the world
and models are mong prospective customers.
Automakers whose cars get the award repeatedly
mention the fact in their advertising campaigns
About the Award
2
Achievement and opportunities
Leadership
Scale
Transparency
In terms of the number of
participants and the reach of
the advertising campaign the
Russian Car of the Year is far
ahead of all the other national
car of the year awards
Over a million people from
across Russia take part in the
voting. The award is advertised
at the federal level. The
nominations span all car
models officially sold in Russia.
The first prize is coveted by
every participant. The final
award ceremony defies
imagination with its scale and
splendour
The project is completely
transparent, every single
person casting their vote knows
that it will be counted when the
final results are determined
About the Award
3
SPONSORS OF THE AWARD
Exclusive sponsor
General sponsor
The first prize is provided by
Official sponsor
Official insurer
Special sponsor
Official partner
Sponsor of the award ceremony
Sponsors
4
PARTNERS
Information partners:
Media partners:
Additional support is provided by:
Data analysis and process
Synovate Comcon research
company
Assistance provided by
The Association of Russian
Automotive Dealers
Partners
5
Stage 1
Interactive voting
The voting is supported by a federal advertising campaign and uses offline and online media channels as
well as various unorthodox communication channels
In 2013 people could cast their votes via:

The autogoda.ru website

The printed catalogue of the award

QIWI pay terminals around Russia

Mobile text messages
Votes could be submitted from January through March
Stages
6
Stage 2
The counting of the votes and the naming of the winners
The event is held with all the participants participating. Any participant can be named the winner
The event is held in mid April
In 2013 the first places were won by the
Hyundai i30 and the Hyundai i40
Stages
7
Stage 3
The award ceremony
The project is concluded with an official Russian car of the year award ceremony with car of the year awards
being presented in each category
The award ceremony is a major annual event for the automotive business in Russia featuring :

a unique audience that includes leaders of the automotive market, representatives of the business
elite and celebrities;
 effective business networking;
 an exciting entertainment program
Stages
8
PARTICIPANTS
Target audience
The award targets primarily the middle class, the most
numerous demographic group. In general people respond
very positively to the opportunity to participate in a nationwide project and express their opinion. In the 13 years since
the project first started, it has acquired a large number of
loyal fans who vote every year. Today over a million people
cast their votes in the project.
Business
The public attention that the project draws to the mass
manufactured brands allows them to successfully integrate
the communications tools offered by the Award into their
marketing programmes
Participants
9
ADVERTISING CAMPAIGN
 Official award catalogue
A circulation of 950,000 copies.
 TV commercials
Over 10 mentions of the award on the news, 2
special features about the award on the Fellow
Traveller show, plus a series of 300 commercials on
the Auto+ channel
 20 special features about the award
in the Main road show
on NTV
 Radio commercials
700 radio spots about the Award on Radio Chanson
 Outdoor advertising
Advertising posters were put up in the Moscow
metro trains travelling on the ring line
 Internet
The official website of the Award is a popular venue
for voting. Content advertising on major automotive
portals
 QIWI pay terminals
A mini website of the Award is available on all the
QIWI pay terminals (Over 100,000 terminals across
Russia)
 An advertising campaign in the print media
Over 40 publications.
Total circulation of 4,710,200 copies
Advertising campaign
10
CATALOGUE
Total number of advertising impressions*:
950,000
Distribution period:
January-March 2013 .
The catalogue is distributed free of charge in
heavy foot traffic locations in major Russian
cities
*The minimal number of impressions does not account for the fact that a single copy can be viewed several times by several different people
Catalogue
11
DISTRIBUTION
Major Russian cities:
Moscow, Saint Petersburg,
Petrozavodsk, Yekaterinburg, Novosibirsk, Ryazan,
Kursk, Tula, Yaroslavl, Kazan, Volgograd, Rostov-onDon, Omsk, Tyumen, Ufa, Nizhny Novgorod and
others.
Locations where large numbers of people interested
in automobiles are likely to pass through or spend
time at :
Auto dealerships, filling stations, bank branches,
business centres, retail centres, service centres,
insurance offices, cafes, restaurants
Catalogue
12
PRINT MEDIA
Advertising campaign in the press: 13 publications
Total number of advertising publications: over 40
Total number of impressions*: 30,902,300
Period: Dec 2012 – April 2013
Quattroruote
Rolling Stone
Auto Park
Cosy Sky
5th Wheel
Sapsan
Chip
Valis
Auto World
Where Moscow
Auto World. Test
Drive
Where St. Petersburg
Autogoda
*Source: TNS Russia 2013
Print media
13
QIWI Terminals
Number of terminals: over 100,000
Voting period: Jan-Mar 2013
Total number of impressions*: 4,420,112
* The number of banner clicks according to QIWI
QIWI Terminals
14
TELEVISION
Features about the Award in the Main Road show on
NTV
Trailers of the Ward on Auto+ channel
Total number of times the features went on air: 20
Total number of impressions*: 8,950,000
Total number of impressions*: 35,792.990
Advertising period: Jan-Mar 2013
Number of trailers: 300
The period the features aired: Jan – Apr 2013
*Source: TNS Russia 2013
Television
15
RADIO
700 spots were played on Radio Chanson
in January through March
Each spot was 30 seconds long.
Total number of impressions*:
24,587,500
*Source: TNS Russia 2013
Radio
16
METRO ADVERTISEMENTS
Promotion of the Award on posters in the Moscow metro
30x40 cm stickers on metro trains
Metro line: the ring line
Number of metro cars: 82
Total number of impressions*: 5,846,790
Period: February 2013
*Data provided by the Moscow metro
Advertisements in the metro
17
Special promotional campaign for the holders of
Carbon cards
Throughout February car owners who have Carbon cards were able to earn extra bonus points on
their cards by voting for their favourite brand via SMS
 Every card holder who cast his/her vote got 100 bonus points on their card and a copy of the
Award Catalogue. A total of 4,299 Carbon card holders participated in the voting.
 Every 100th person to participate in the voting got 100 litres of gasoline as a bonus on their Carbon
card
All the people who cast their votes were entered into the lottery for one of the main prizes of the
annual Russian Car of the Year award: a Hyundai i30 or a Hyundai i40 car.
Number of filling stations with advertisements: 118
Total number of impressions*: 531,000
* According to data provided by TNK-BP
Special promotional campaign
for the holders of Carbon cards
18
ONLINE ADVERTISING
Between Dec 2014 and Apr 2013
Advertisements inviting people to vote were
published on the websites of fan clubs of specific
car models, on auto news websites including such
major automotive web portals as auto.ru and
autonews.ru*
* The number of impressions is still being calculated
Online advertising
19
WWW.AUTOGODA.RU
The main tool of interactive voting
A detailed catalogue of all the cars officially sold in
Russia
Feature columns
Online games
Total number of impressions*: 9,812,242
* The number of impressions is the number of unique visitors to the website
The web site of the award
www.autogoda.ru
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ONLINE CATALOGUE
1
The catalogue includes all the cars
officially sold in Russia
1
2
For each car in the catalogue you can calculate
the parameters of a car loan from VTB24 and
submit an online loan application
Colour photographs and specifications of each
car included in the catalogue
2
3
4
3
Recommended tyres - Continental.
4
A selection of insurance options from VSK
5
Information about each car from auto.ru and
autoplus.ru
6
Links to fan clubs of each car
7
User comments on each car
5
6
7
Car of the year web site
www.autogoda.ru
21
ONLINE GAMES
The site offers quizzes, exams, contests and photo competitions on specific topics with valuable prizes
provided by sponsors and partners of the Award
Car of the year web site
www.autogoda.ru
22
PROMOTIONAL
SECTION FOR THE
FIRST TWO PRIZES
The promotional section devoted to the
top prizes Hyundai i30 and Hyundai i40 ,
includes detailed descriptions of both
cars. The vehicles feature Hertz and Focal
audio systems, they are equipped with
Continental tyres and come with
comprehensive insurance from VSK. They
are also filled up with Euro-5 fuel
provided by TNK
Car of the year web site
www.autogoda.ru
23
POSITIONING OF THE
SPONSORS AND PARTNERS
There are logos of the sponsors and partners
on all the pages of the web site
The products of the sponsors are advertised in
the voting catalogue
Promotional sections on the sponsors’
products
A special sponsors and partners section
contains brief information about each sponsor
and partner
Banner advertisements of the sponsors and
partners in the most frequently visited
sections of the site
Car of the year web site
www.autogoda.ru
24
Special offer from VTB24
During the 13th season of the Russian Car of the Year award the organisers of the project and VTB24
offered a special programme under which registered users of www.autogoda.ru were able to apply for a
car loan at a reduced interest rate
Special offer from VTB24
25
Special offer from VTB 24
The special car loan offer from VTB 24 was promoted through the following
channels
1. The web site autogoda ru
 The offer was announced on the main page
 Buttons were put on the main page that took the
users directly to the special offer’s page and the
online loan application form
 Information about the special offer was included in
the email newsletter sent out to all the registered
users of the website
2. Advertisement spots on Radio Chanson
200 spots advertising the special offer were aired
in January through March 2013
3. The print catalogue
 A direct advertisement column for the special offer
 Sample special terms car loan parameters were
provided for each car included in the catalogue
 Special contests were organised by the bank for
users of the website
Special offer from VTB24
26
Award Ceremony
The culmination of the main car elections in the country
The 13the award ceremony was held in the hall of
Moscow’s largest club Izvestia Hall
The event was attended by over 1,000 guests,
including the heads of all the major automotive rep
offices and dealerships in Russia.
The award ceremony was based on the idea of a challenge, offering an innovative entertainment event using
cutting edge technologies. The best award ceremony for the best cars!
Award Ceremony
27
Award ceremony 28
POST-PR
Radio
Print Media
Internet
SHANSON
5th WHEEL
AUTO PARK
CHIP
ROLLING STONE
AUTO WORLD
QUTTROROUTE
AUTO WORLD TEST DRIVE
AUTOGODA 2013
CLACSON
AUTOPILOT
CAR TUNING AND BOOSTING
EENING MOSCOW
RBC DAILY
MEN’S HEALTH
FSHION COLLECTION
AVTOAVTO.RU
DNI.RU
TV-MIX
NEWS.NASHBRYANSK.RU
AUTO.FINAM.RU
AUTOSPHERE.RU
RAMBLER.RU
AUTO.RU.MSN.COM
CARSGURU.RU
KP-AVTO.RU
NN.RU
AIF.RU
KOLESA.RU
5KOLESO.RU
TATAR-INFORM.RU
TAXIFM.RU
BFM.RU
MOTOR.RU
CAROBKA.RU
ABIZNEWS.RU
110KM.RU
LENTA.RU
TOPGEARCLUB.RU
MOST.TV
CARCLUB.RU
AUTODELA.RU
GOROD55.RU
FED.SIBNOVOSTI.RU
AUTONEWS.RU
AUTORATING.RU
RB.RU
TUMIX.RU
AUTOITOGI.RU
RUS.RUVR.RU
MIASSKIY.RU
REGNUM.RU
DP.RU
LADY61.PULSCEN.RU
KLAXON.RU
AVTOVZGLYAD.RU
AVTOBIZON.RU
AUTONEWS.RU
CAREXPERT.RU
AUTO-DEALER.RU
CARCLUB.RU
FINAM.INFO
PRLUXURY.RU
AUTO.BIGMIR.NET
RSN
SHOKOLAD
VOICE OF RUSSIA
TAXI
TV
NTV
AUTOPLUS
CHANNEL 8
POST-PR
29
Statistics
Total audience covered by the advertisement
campaign of the Car of the Year 2013 award:
123,340,875
impressions
Page views on the Car of the Year 2013 website
during the promotional period :
Total number of submitted votes:
9,812,242
1,369,941
Statistics
30
THANK YOU!