Ochakovo — BTL event



Design and organize a major BTL event for the company's 25th anniversary.


Polylog designed and organized an event called Ochakovo Treasure Chest. In each of 25 Russian cities the organizers buried a small treasure chest containing a plastic card giving the finder the right to receive 25,000 rubles, as well as 25 commemorative coins, each of which could be exchanged for a carton of beer. Maps and clues were published by local supplements of the national newspaper Komsomolskaya Pravda.



All the treasure chests were found, and the company improved its position in regional markets, strengthened its distribution network, and increased its beer sales in the participating cities.