The Sense of Indirect

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The Sense of Indirect
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General Info

• Client British American Tobacco Trading Company
• Brand Dunhill
• Event Tobacco House Dunhill VIP event
• Place Minsk, BRONX club
• Date August 28th, 2008

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Goals Objectives

• Strengthen the relationship with VIPs
• Communicate the brand as a part of TAs lifestyle
• Refresh the platforms of the brand in TAs mind

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Background

• The advertising of tobacco on Belarusian market
  is seriously restricted by law - its ATL
  communication is totally prohibited. Neither can
  tobacco be connected with Arts (which is one of
  the major platforms of Dunhill brand)
• Target Audience 40 business art cream,
  trendsetters, top journalists. Sophisticated
  arrogant, difficult to impress

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Challenge

• We could not communicate directly due to
  legislation
• We could not perform directly due to TAs
  superstition to direct advertising

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Concept

• We came to the idea of playing with indirect as
  the theme of the evening
• THE SENSE OF INDIRECT
• According to the Ministry of Culture
  installation is not listed as a genre of art.
  Nevertheless installation is perceived as art
  by common people. So we decided to use what is
  considered to be art but is not art officially
  the installation!
• Our installation was entirely created by the
  agency exclusively for the event. The core idea
  was to put the stress on the indirect perception
  of senses
• The event was hosted by Dunhill Tobacco House, so
  the connection to the Dunhill brand was obvious.
  The content of the evening was not connected to
  the product but to the lifestyle values of the
  brand making the communication indirect

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Event Activities

• INSTALATION 1
• 1536 for 4 independent audio sources musical
  composition created specifically for the event
  was visualized by professional sound gadgets,
  thus giving the opportunity to SEE what you HEAR
• INSTALATION 2
• Food Displaying the selection of photos (100)
  from the private collection of photographer A.
  Harokh, who fixed all the dishes he was using for
  food since the year 2004 showing the reels that
  visualize disappearing of food from plates, this
  way letting our guests TASTE what they SEE

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Event Activities

• INSTALATION 3
• Personal Jazz The music could only be heard
  by the trio members professional musicians
  playing bass electro drums a guest who was
  taking part in the performance. Guests were
  playing the TerminVox, which let them HEAR the
  radio waves he TOUCHED
• PRODUCT
• Cigars Our expert was choosing the AROMA of
  spirits to match Dunhill cigars which endowed the
  TASTE with nuances

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Event Details

• In addition we created Jazz Club Zone where the
  guests were to enjoy the haut cuisine...
• and Free Jazz band featuring best young
  saxophonists of Russia Belarus
• Best Belarusian lounge DJ accompanied the evening

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Results

• The event was attended by 180 of 200 of invited
  guests, that is 90
• The majority of the guests stayed at the event
  till the very end
• In the further communication the guests gave
  positive feedback expressed the willingness to
  attend the upcoming Dunhill Tobacco House events

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• Thank You!