Portfolio. Work that makes me proud

Legend of Akhtamar
Legend of Akhtamar
Legend of Akhtamar
Legend of Akhtamar
Legend of Akhtamar
Legend of Akhtamar
Legend of Akhtamar
Legend of Akhtamar
Legend of Akhtamar
Legend of Akhtamar
Legend of Akhtamar
Legend of Akhtamar
Legend of Akhtamar
Legend of Akhtamar
Legend of Akhtamar
Legend of Akhtamar

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.

     

Factsheet

  • 3M+ page views.
  • Over 410,000 people (53% of site visitors) watched the entire 20-minute Akhtamar film online
  • Year-on-year sales of Akhtamar in Armenia have increased 30%
  • Ararat Legends of Akhtamar won a Euro Effie (Silver) for Digital/360 Campaign

What I worked on

Cloud Services

Planning, building and running of large scale backend systems. Cloud services from hosting, content delivery, video processing and storage through to monitoring and analytics.

Brand Strategy

Focus on brand stories, brand platforms and online extensions. Translation from theoretical strategy to executional territories.

Web Development

Turning strategies and creative into a suitable web presence. From HTML5 experiences to turn-key contest platforms. CMS integration and maintenance, build to last or just for one campaign.

Online Media Strategy

Integrating marketing communication by knowing the audience. Who they are and where they hang out. Media flighting, targeting and channel identification

http://janpeter.wiersma.me/assets/storage/logos/ArArAt.jpg Pernod Ricard Holding logo
Pernod Ricard Holding

Ararat is an Armenian brandy that has been produced by the Yerevan Brandy Company since 1887. It is made from Armenian white grapes and spring water, according to a traditional method.

Back to Top