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PRESS RELEASE

02.01.2010

New digest - “Advertisement underground”


Publishing House “A-Sfera”, magazine “Advertising. Outdoor Media” and “Olimp” prepare for release a new digest - “Advertisement underground”. The digest is totally consecrate on advertising in metro. Target of this digest is to tell about all the features of Moscow metro as a media. Maria Gromova, Chief Editor of “Advertising. Outdoor Media” magazine said: “This digest focuses primarily on advertisers. The marketing specialists must to decide many tasks to promote their product or service. To facilitate their work, we gathered in one digest comprehensive information on the metro as a media channel”.

Albert Teplitskiy, Olimp Deputy Chief Executive Officer for Commercial Activity said: “Moscow metro today – is not only the main type of transport for 75% percent of Moscow people. Also, it is complete media platform which daily transmitting advertising messages to an audience of many millions. Effectiveness of the metro as a channel of communication with the consumers confirmed long-standing research, unfortunately, not fully appreciated by advertisers. We hope, that our digest will best reveal the advertising potential of Moscow metro. Also, this digest should give to them new ideas and solutions. Most importantly, this digest will orient advertisers make better use of advertising budgets, that most important now, when “price – quality” ratio particularly important for the absolute majority of companies who post their business information on media carriers”.

The new digest presents:
• Underground opportunities for advertisers: description of shell constructions, (size, subspecies, specificity), accommodation rates, cost and nuances of production of promotional materials, especially advertising in different regions.
• Metro audience.
• Evaluation of the effectiveness of advertising campaigns.
• World experience.

The new digest will be published on Feb. 16, 2010.

01.25.2010

Who is the most creative in Moscow metro
All are invited to select the most original advertising poster to determine the winner of the second annual contest of the “Olimp” company, “Creative of the year”

Like in the past year, guests of website of “Olimp” (www.olimp-m.ru) can find 12 creations which became winners of monthly voting of visitors of our website. As the result of voting, at the end of February will be determined the winner – the most interesting, likely and memorable advertising poster, which was placed in 2009 in Moscow metro.

Among participants, vote for the title of best on 2009, presented posters of famous commercial companies, catering and entertainment companies. Among them – special series for metro of advertising posters of “Kia” automobiles; interesting creative works of «Jacobs», «Alpen Gold», «Western Union» etc. And also, two posters with image of cute cows: one of them “not informed on economic issues” (“Valio”); and “Torro Grill” “cows which cost like vegetables”.

“Not first year we are collecting and publishing on our website the most remarkable advertising works, which placed in Moscow metro, - says Albert Teplitskiy, Olimp Deputy Chief Executive Officer for Commercial Activity. – Frequently, the winners in nomination “Creative of the year” are images which most accurately convey stylistics of metro, or it has been specifically designed for this advertising place. This year had been presented a lot of interesting and original posters. It is very good, that ideas of creators improved from year to year and contribute to improving appearance of Moscow metro.”

You can find creative advertising images and vote on website http://www.olimp-m.ru/creative-media/year/. Vote results will appear at the end of February, 2010.

07.22.2009
Children will charge metro passengers with optimism

Drawings of young talented children from Moscow kindergartens will appear in the Moscow metro in July 2009. Works drawn by young talents will be placed on escalator boards and roller boards of the Moscow metro. The campaign to provide Moscow metro passengers with positive emotions was initiated by Olimp company.

The Moscow metro is not just the most popular and rapid type of transport in the city but also a territory of positive emotions. The Olimp company management decided so and turned to a zero-risk variant, children’s art, to infuse the “underground city” with a bright and positive atmosphere. Young Moscovites from ordinary kindergartens painted their fantasies on such topics as “Let there always be the sun!”, “A smile will warm-up everyone!” and “Our metro is the most beautiful in the world!” The pictures that Olimp advertising experts found to be most colorful, ingenious and touching will decorate the Moscow metro in the nearest future.

“Our appeal to all passengers is to try to look for positive moments in everything at all times even if they are tough times. Using these sincere and spontaneous children’s works we are trying to give passengers who are always in a hurry and are always overloaded with their own problems an occasion for a smile and good mood, - says Vadim Yukhnovich, Olimp Chief Executive Officer. We understand perfectly well the significance of social projects for society, for the formation of social values and mood. We have been developing, printing and placing social visual materials on our own for over seven years. This time we decided to turn to the children’s art, since we believe that moral support to people is especially important these days, and children are the ones who can arouse the most positive emotions in us.”

“Olimp has offered several infant schools to take part in the contest of children’s drawings that was held on the Children Protection Day. One should note that the young artists’ fantasy was not restricted to brushes and paints, all children expressed themselves in different ways: they molded models out of playdough, glued pictures out of color paper, assembled collages. The ingeniousness of young authors’ ideas is also astonishing, for example, a metro train made out of juice boxes, or a merry turtle made out of candy wrappers. Both the creative process participants and the “strict” judges were charged with positive emotions. All young artists expressed their desire to develop their creative potential and to keep bringing joy with their new ideas. The ingenious and colorful works can be viewed both, at central as well as at some uptown stations of the Moscow metro.

07.08.2009
Advertising of cars has appeared in the Moscow Metro
Kia Motors automobile manufacturer has become a new client of Olimp Advertising Agency

Kia Motors, one of the largest Korean auto makers started its advertisement campaign in the Moscow metro in the beginning of summer 2009 promoting its cars within the medium price bracket (Kia Rio и Kia Picanto). For the last three years the Kia brand has become the second one after Chevrolet whose economy cars were promoted in the Moscow metro.

Posters placed on roller boards, on escalator and light boards as well as posters on the walls opposite the platforms and metro car stickers call upon Moscow metro passengers to “change to KIA”. For the moment promotion of that category of goods in the metro is one of the most efficient and promising lines for advertisers since the research carried out by TNS Gallup Media for Olimp shows that the level of metro passengers’ income permits them to buy medium priced car models while on the other hand half of the Moscow metro passengers (3.5 million) are car owners already, and over 3 million people still remain potential buyers of personal means of transport.

“Accommodation of advertisement of cars affordable for the average consumer in the metro is a very efficient and very wise step on the part of car making industry representatives, - says Albert Teplitsky, Olimp Deputy Chief Executive Officer for Commercial Activity. Today a moderately priced car stops being something luxurious for many people becomes a simple means of transport for them as a result of reduced-rate auto loan programs. And we hope that along with representatives of foreign automakers we will soon also see Russian car makers as our clients whose affordable cars are in demand among the metro passengers in particular, who wish to change from metro to a personal car.”

06.17.2009
Crisis won’t stop marketing research
Olimp continues to assess the efficiency of advertising in the Moscow Metro

In spite of a tough financial-and-economic situation in Russia and in advertising industry in particular Olimp continues to invest into marketing research estimating the efficiency of advertising in the Metro. TNS Gallup Media company that carries out this research for Olimp every year has acknowledged once again that 90% of passengers permanently pay attention to advertisement placed in the Moscow metro. Roller boards advertisement features a number of advantages: relevancy, up-to-date design, safety and they will gradually replace about 70% of city-format light boards existing at the moment at most popular stations.

The marketing research was carried out in two stages like during the previous years: a telephone inquiry of Moscow residents older than 16 years of age and personal interviews at Metro stations. Respondents for the phone interview (2005 people) were determined using a two-stage random sampling selection from over 9.17 million residents of Moscow. 515 Moscovites regularly travelling by Metro were involved in personal interviews. The main research tasks included assessment of Metro advertisement efficiency as well as a description of the social-demographic image of the Metro passengers and their consumer characteristics.

Olimp performs similar studies annually from 2004 using independent experts. It is worth noting that no significant changes of statistical data has occurred during the whole research period. Figures derived in research reports are permanently and predictably high from year to year that testifies to the fact that recently advertisement in the Metro has turned into a full-fledged media source with high-quality audience.

“Olimp continues to consciously invest considerable amounts into the research of metro advertisement efficiency assessment even during such tough times for any business, - says Albert Teplitsky, Olimp Deputy Chief Executive Officer for Commercial Activity. First of all we are doing this to allow our partners and clients to objectively estimate the efficiency of a selected media ground, optimize their expenditures and distribute funds allocated for advertising and marketing activity. Today many companies find it especially important to use advertising budgets with a maximum return. Earlier considerable sums were allocated for advertising purposes while today every rouble counts. It is necessary to realize which advertisement brings maximum results to ensure that every rouble is invested with maximum efficiency. This is what independent research studies supported by competent experts are needed for”.

Advertising vehicle type	% of the Metro passengers (monthly reach)	% of the Metro passengers (one trip reach)
Car stickers (posters on car walls)	93% (6,4 million people)	66% (4,5 million people)
Escalator boards (boards along escalators)	90% (6,2 million people)	58% (4,0 million people)
Posters on station walls (posters on the walls opposite the platforms)	89% (6,1 million people)	48% (3,3 million people)
Stickers of car doors (posters of car door windows)	85% (5,9 million people)	48% (3,3 million people)
Stickers on car panels (posters above the car windows and doors)	82% (5,6 million people)	45% (3,1 million people)
Light boards (illuminated boards in metro entrance halls)	69% (4,8 million people)	27% (1,9 million people)
Non-illuminated boards (boards without illumination in metro halls)	60% (4,1 million people)	23% (1,6 million people)
Pay attention to at least one of advertising vehicles specified above		90% (6,2 million people)
Pay attention to advertising vehicles during EACH trip		45% (3,1 million people)

According to the research results, the Moscow metro remains one of the most efficient media grounds characterized by huge daily audience (passenger flow), length of consumers’ direct contact with advertisement, low ‘information noise’ and lack of opportunity to switch attention to something else. Thus, according to statistical data over three-fourths of the Moscow residents (76%, 6,9 million people) permanently use the Metro as their principal means of transport, almost 6 million people among them (83%) spend over 30 minutes. Like during the previous periods, true leaders among vehicles most taken notice of in 2009 still included car stickers, escalator boards and posters on metro way walls that attracted the attention of 93%, 90% and 89% of passengers correspondingly.

Study of the social-and-demographic image of Moscow passengers once again supported the idea that metro passengers represent high-quality audience. An average metro passenger is a male/female Moscow resident (–female share is 54%, –male passengers represent 46% of the overall number of interviewed persons) of active age of 24-54 years (58% of the respondents), employed (62% of the respondents), with a secondary-school diploma (62% of the respondents), possessing a personal (or a family) car (51% of the respondents) and reckoning himself/herself among the “middle and well-to-do class”.

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