One of the focus products is reverse osmosis filter systems. It's far from cheap. It's a complex product.
Plus, Ukrainians historically:
Additionally, it's an expensive product. Sometimes, it takes years to decide to buy it.
Nevertheless, our task was to increase sales by increasing brand awareness and strengthening the association "reverse osmosis filters = Ecosoft".
As the main creative asset of the campaign, we chose the OLV video on Youtube – the channel with the largest amount of audience.
We chose a style that would resemble architect blueprints and immediately resonate with the target audience doing renovations at that time.
In communication, we played on contrasts:
"Everything in renovations is difficult; you have so many choices to make –only water filters are simple and straightforward. The only right choice is Ecosoft". This way, we placed the product where the audience's mind was, so the information sounded organic and convincing.
We worked on the frequency of contact using posts in the same visual style and key message but on different occasions to be as relevant as possible.