CHALLENGE
- Revamp media and brand awareness strategies, increasing recognition among Moscow’s audience.
- Build new communication strategy via TV ad placements.
- Forecast brand awareness growth.
ABOUT
In 2023, LSR Group celebrated its 30th anniversary. Over the years, it has become one of Russia’s leading construction holdings, ranking among the country’s top three largest developers by construction volume. The company attributes its success to a deep-rooted philosophy of leadership embedded in its DNA.
SOLUTION
Initially, a redesigned PR strategy quickly delivered positive results from a low starting point—spontaneous brand awareness grew fivefold. However, without high-reach image-building advertising channels, the growth soon came to a stagnation. To overcome this stagnation, Arena developed a new communication strategy centered around TV placements. The plan incorporated media channels that were not included in the brand’s media mix. To determine the most relevant channels and accurately predict results, the agency leveraged Media Mix Optimizer, an econometric modeling tool developed by ADV experts. This tool aggregates extensive benchmark data to quickly and accurately forecast KPI growth based on media investment volume and allocations.
Media Mix Optimizer
The tool draws from 8,000+ observations across 150+ brand categories analyzed through ADV’s econometric models. This data set enables precise calculations of media performance and its impact on KPIs, assessing both the overall media mix and individual channels as well as identifying whether the allocated budget is sufficient for achieving the targets. By selecting the client category, current level of brand awareness and the planned budget, our experts built a performance curve that was as close as possible to the real numbers all while taking into account brand’s specifics.
Using Media Mix Optimizer, we forecasted the growth of LSR Group’s brand awareness over the course of a year, factoring in TV investments. The key advantage of this tool was its ability to make predictions even for a brand with no historical TV advertising data, as LSR Group was entering a new market and had never invested in TV before. In spring 2022, the company launched its first-ever TV campaign in Moscow.
KEY CAMPAIGN MOMENTS
The length of the commercials also played a key role. Arena consistently uses longer ad formats (20-30 seconds) as they deliver the best results for brand awareness. The strategy included a mix of 30-second and 20-second ads with a strong focus on the brand-building creatives. The TV campaign of LSR Group ran almost continuously, with minimal breaks between flights, ensuring best visibility throughout the year and preventing audience fatigue.
Research firm ORO (formerly Kantar TNS) presented data from its Syndicated Study of Newly Built Housing Market, highlighting some of the most remarkable brand awareness shifts for the LSR brand:
LSR Group secured third place in Top of Mind brand awareness in Moscow.
Brand awareness increased fivefold, with image-building TV commercials playing a pivotal role.
Spontaneous brand awareness tripled, the most impressive growth among the top 10 competitors.
The broad TV channel mix was key to the campaign’s success. Additionally, precise econometric modeling enabled accurate forecasting and optimization of the strategy. These combined efforts delivered exceptional results, demonstrating that the campaign fully met its objectives.
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