SAB Miller has appointed Avenue A | Razorfish to implement an innovative digital strategy to support the first ever foray into digital from female targeted beer, REDDS. By the end of 2008 Russia will have the second largest online population in Europe, behind Germany, making this a well timed venture into digital. It was the full service digital expertise of Avenue A | Razorfish that led to the pitch being chosen ahead of LBI.
To captivate the fashionable, affluent and online-savvy target audience of 18-24 year Old Russian women, a lifestyle web application has been developed. Avenue A | Razorfish has created a lifestyle portal to embrace facets of culture from fashion and style, to socialising and travel, complimenting SAB Millers’ positioning of REDDS as an upmarket and stylish drink choice.
The multi-platform site provides great user-experience by offering Russia’s à la mode women the opportunity to chat, collaborate and explore around lifestyle topics and fresh content.
xxxx, Marketing Director from the SAB Miller commented, “We did not want to design a site that is simply a brand dump, but instead wanted to create a portal where REDDS women would want to visit every day; something and somewhere that would be directly relevant to our audiences everyday lives.”
Neil Miller, Managing Director of Avenue A | Razorfish states, “We are very excited to be working with SAB Miller on REDDS first digital strategy aimed at such a dynamic online target audience. The digital aspect of the project will enable us to tackle the “wild west” aspect of a local market ensuring execution meets core tenants of who the audience is”.
The lifestyle portal invites users to express their individual feminine style, by creating an online scrapbook of styles that can be shared and discussed with other members in the community. By accessing fashion and lifestyle images, users can clip out areas of interest such as fashionable bag that can be added to their personal style canvas. Russian glossy magazine editors will also serve as guest users providing comment on member’s style scrapbooks.
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