Legend of Akhtamar
As a legendary brand, Armenia’s Ararat brandy needed reframing for a contemporary audience. By drawing on the many legends of Ararat’s rich Armenian heritage we found a link from the brands past, powerful enough to take it into the future.
At the centre of the integrated campaign was Akhtamar, a 20-minute film, retelling an ancient Armenian legend of love and loss to a new audience.
We started a renaissance of storytelling, reminding an ancient culture of their oldest brand. By giving Ararat a culturally relevant role to boost its credibility we were able to achieve a level of engagement that goes well beyond traditional advertising, finding a place in peoples hearts.
In January 2010, as a direct result of our campaign, the Ararat micro- site received almost 3 million page views.
Over 410,000 people (53% of site visitors) watched the entire 20-minute Akhtamar film online - equivalent to filling 2,000 movie theatres – a virtual box office success.
Year-on-year sales of Akhtamar in Armenia have increased 30%, while overall sales of Ararat have increased by 6%, an outstanding achievement in a contracting brandy market.
Amsterdam Worldwide uses creativity to drive tangible results for their clients, as recognized by the Silver Communications Effectiveness Award in the 360 Degree Integration category.
So far this year more than 2 million people have viewed at least some of the film, and more than half have viewed the complete 20 minute. And without support the site continues to get significant daily traffic.