Russian Standard Vodka, the premium brand from First Drinks, has hired integrated agency i2i Marketing to spearhead a major below the line drive in 2009. The brief was awarded to i2i Marketing after a three way pitch against undisclosed agencies.

Russian Standard Vodka was initially launched into the UK in 2007. The brand is targeted at 18-34 year old ‘discerning achievers’. With its authentic Russian heritage, and premium, modern image, Russian Standard Vodka positions itself as a credible challenger brand to Smirnoff in the UK.

i2i Marketing’s brief is to increase brand loyalty, recruit new drinkers, drive sales and create a brand ‘buzz’ in both the on- and off-trade. To do this, the agency will launch a major integrated campaign in July, challenging consumers to “Meet the Russian Standard”.

At the heart of the campaign will be a competition offering 100 consumers the chance to win the ultimate trip to “Discover Modern Russia” with a luxury two-night stay in Moscow. Lucky winners will receive a personal tour of the city, experience exclusive vodka tasting events, meet Miss Russia beauty contestants and enjoy fine dining and entertainment at Moscow’s most exclusive restaurants. A shopping trip, personal makeover and spa treatment will complete the experience.

The “Meet the Russian Standard” campaign will be promoted across a range of media channels throughout July and August. In the on-trade, there will be 40 experiential sampling events, featuring a branded vehicle, cossack dancers, in-bar hypertag bluetooth messaging and the chance to win an iPod Touch in each bar. In the off-trade, a neck collar on-pack promotion will run across 250,000 bottles, supported by live sampling in Sainsbury’s and at bespoke Selfridges evenings. The campaign will also be supported by a dedicated microsite at www.meettherussianstandard.com – and amplified through a comprehensive PR, radio sponsorship and social networking campaign.

Bruce Burnett, managing director of i2i Marketing, comments:
“Effective consumer engagement is all about giving consumers interesting, motivating experiences that reflect a brand’s core personality. Our ‘Meet the Russian Standard’ campaign highlights the premium credentials of Russian Standard Vodka and will give 100 lucky consumers a once-in-a-lifetime contemporary Russian experience – and engage thousands more in a whole raft of live and digital experiences.”