Advertised product: Water Supply service
Name: Thirsty Tags
Agency: Redberry
Idea
Georgian water supply system has long expired its limits. Therefore, it is no surprise, that accidents occur regularly throughout Tbilisi. We were doing our best 24/7 but due to their hidden nature our works never got the same exposure that memes about our inaction did. There was 0 positive brand mentions in social media and a hell of a lot negative ones. We used the virality potential of those tags to our own advantage. In order to make our efforts visible we replied each of our customer’s smart-ass brand mentions, with even smarter-ass personalized videos right from the epicenter of the works. Posting those videos instantly in comment section below every brand mention we were able to demonstrate that we worked 24/7 reacted instantly and most importantly cared about our customers, explaining the problem and works behind each individual ocasion directly to our customers. Disclosing previously invisible field work we do to keep water running, we were able to dramatically shift our perception from the most hated, to one of the most loved georgian brands. By the way, all of this was achieved with 0 media buying budget.
Credits
Rezo Shelia, Toka Areshidze - Creative Directors
Mariam Khoperia - Executive Producer
Levan Ketskhoveli - Account Director
Nina Modebadze, Lika Metreveli, Mikheil Tsiklauri - Creative Team
Mariam Giguashvili, Salome Khazaradze - Graphic Designers
Gaga Darsalia, Niko Rekhviashvili, George Karanadze - Strategy Team
Aleksandre Kvetenadze -Digital Planner
Gogita Chikvaidze - Director of Photography
Irakli Chakhnashvili - Producer
Irakli Kiria - Producer
Taso Okropiridze - Casting
Nino Gokhadze - Set Decorator
Giorgi Akhvlediani - Editor
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