With Ararat, we were charged with bringing back to life an old brand from an ancient country; a brand that is the pride of an enduring nation with a huge international diaspora. We created an integrated campaign that centered around Akhtamar, a 20-minute film retelling an ancient Armenian folk tale, making it relevant for a new audience. We started a renaissance of storytelling, reminding an ancient culture about their oldest brand. We made Ararat relevant again which boosted it's credibility and achieved a level of engagement that went well beyond traditional advertising. The film launched in high-profile theaters across Russia with lavish red carpet VIP events and key journalists and influencers in attendance. The film was teased and then released online and promoted with OOH and print, shot by Erwin Olaf.
In the first month, the website had 3 million page views and for the next two months, an average of 30500 visits per day. Perhaps most impressive was that 53% of visitors watched the full 20 minute film. By casting hot, up and coming talent and a legend of Eastern European cinema, we were able to garner exposure in over 300 websites & more than 350 major print publications, filling the equivalent of 2000 movie theaters in one month.
