PROBLEM:
“Lactacyd” product enters the Kazakhstan market of women’s intimate hygiene products. This market is not formed – consumers know absolutely nothing about the product or the need it provides.
OBJECTIVES:
To create an information occasion – event for the target audience (urban girls and women) with maximum PR-effect.
DECISION:
Organization of an unprecedented event for Kazakhstan – a running competition among girls wearing high heels shoes.
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RESULT:
Due to its brightness and originality, the event “Stiletto Heels Raсe” attracted about 3 thousand spectators and was covered in 19 media. In “Sanofi” company, the owner of “Lactacyd” brand, this project was recognized as the best communication project of the year among all representative offices of Eastern Europe and Central Asia.
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