MIAs message was delivered in the context of the program; each step was well thought-out and integrated into Star Academy. The synergy between MIA and Star Academy was such a natural fit that the target audience didnt feel that they were seeing advertising. And because Star Academy is a long-running program, we were able to integrate MIA in different ways, and measure the impact of each implementation. MIAs sponsorship of Star Academy is an excellent example of creative media: media played the role of creative. Simply put, Star Academy IS creative media. The projects media planner and media buyer played key roles, involved in creation and execution of all aspects of the project. And it is also an outstanding example of synergy between media, client and agency. Implementation of the project could only happen through joint efforts, shared ideas and real partnership. Only true teamwork could have made this project the success it was.
Problem
is one of Russias leading manufacturers of cosmetics. The brand MIA is relatively new to Kalinas portfolio. It is a line of cosmetics created especially for young skin. The task was to inform Russias teenagers about MIA, but young girls are a very difficult audience to reach its hard to cut through the clutter of a teens environment and get them to really notice new information. Sponsorship of Star Academy made the MIA brand a household name for teenagers across Russia.
Result
The results of the sponsorship were beyond expectations! With no other advertising support, brand awareness soared and sales volume increased 4 times during the sponsorship period. In fact, MIA continues to sponsor Star Academy, and every time a new sponsorship period begins, sales volumes shoot up again. The continuing and repeated success of the project proves that MIA plus Star Academy was no accident. MIA became an aspriational brand for girls all across Russia.