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Key Zenit

Communication

Strategy

Strategy

Citizens of Saint Petersburg are meticulous about FC “Zenit” because it is one of the key symbols of the city. “Zenit” is one of the leading Russian FC, so it is essential for them to choose the partners carefully as there are communication and PR tasks to be solved alongside with the sponsor tasks.

KEY is an indigene of Saint Petersburg too. After rebranding in 2011 it started breaking the stereotypes about its stores being too cultural or specialized.

At first thought the only thing in common between these two brands is the Petersburg origin. We had to find a starting point to connect them for the new sponsor communication of 2014.

Sportswear or beer are always associated with football but retailers are not. It was also necessary to differ KEY from a large number of equipment brands promoted in connection with FIFA World Cup 2014.


Communication

After strategy creating we’ve decided not to make endless generalization but to focus on particular audience for both brands – men.

The summing point for both brands is their audience. Men talk a lot about equipment and sport so the key values of both KEY and “Zenit” are reflected in their talks.

*Feel the passion! / Feel the speed!
Feel football with KEY



Men talk a lot about equipment and sport so the key values of both KEY and “Zenit” are reflected in their talks


 
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