| Title | THE IMMORTAL COLLECTION |
| Agency | BBDO Russia Group |
| Campaign | Sekunda Immortal Toys |
| Advertiser | Sekunda |
| Brand | Sekunda Glue |
| Date of First Broadcast/Publication | 2012 / 4 |
| Business Sector | Tools, Do-It-Yourself Products |
| Story | Idea description: What does happen when you glue back things with Sekunda, over and over and make them every time as good as new? You create an Immortal Object. And that’s exactly what we did – we created The Immortal Collection, the first ever limited edition series of objects that will last forever - because they are sold together with a pack of Sekunda Glue. |
| Philosophy | Promo: The Immortal Collection of toys was on sale in hip chain of stores Respublika, in Moscow, for 1 month.On Respublika’s website you could make any of their gadgets “Immortal” by just adding a free pack of Sekunda Glue to you shopping cart. The freshly made “Immortal Object” was then wrapped in the “Immortal Collection” pack and delivered to your home. Official video of the promo http://youtu.be/gFZKspq3-ac |
| Result | Results:At the end of the 3rd week of the one month campaign, the collection was sold out.The Immortal Collection was mentioned in hundreds of posts, on Facebook and Vkontakte, the biggest social network in Russia.Hits to Sekunda glue website (http://www.kley-secunda.ru/en/) increased by 600% during the time of the promotion.Brand awareness rose by more than 200%, from 20% to 42%, among the targeted category.With an investment of under 20 000 USD, the earned media was estimated at about 250 000 USD.Due to the high demand by loyal Respublika consumers, the Immortal Collection has now big chances to become… immortal. |
| Media Type | Promotional Products |
| Account Manager | EKATERINA KONOVALOVA |
| Executive Producer | MARIA BORZILOVA |
| Designer | NIKOLAY PEREVOSHCHIKOV |
| Art Director | NIKOLAY PEREVOSHCHIKOV |
| Copywriter | MARIA BORZILOVA |
| Creative Director | Mihai Coliban |
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