Introduction

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.

Walkthrough Video

million pageviews

thousand viewers

percent watched full movie

percent YOY sales increase

Silver Digital Effie

Detailed Description

Armenian Legends Retold

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.

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.

Check out some visuals

ararat 10y eng dps rgb lr boat - 50% 50%

ararat 10y eng dps rgb lr jetty - 50% 50%

Case Study

In January 2010 the film’s official website received 3 million page views with an average of 13,500 visitors per day. The campaign quickly went viral and featured on over 300 websites, countless blogs and 350 major print publications generating €500,000 (euros) of free publicity for the brand. Moreover, the film successfully brought the brand to huge numbers of people and re-established them as a premium category leader. Year-on-year sales in it’s home country have increased 30%, while overall sales have increased by 6%.