Personnel

Input to Advertising work:

Leaflet (Final)
Katie - Outside of leafletMaia - Inside of leaflet

Postcard (Final)
Katie - Back of postcard (contact details)
Maia - Front of postcard (art work)

Poster (Final)
Katie - Initial idea and sketched out
Maia - Created on photoshop

Risk Assessment - Maia

Mind Map - Katie/Maia

Selecting Advertising Client - Katie/Maia

Client Research - Katie/Maia

Initial Brief - Katie/Maia

Research and Development - Maia

Rough Ideas - Katie/Maia

Sketches - Katie/Maia

Questionnaires - Katie/Maia

Invoices - Katie

A1 Poster - Katie/Maia

Quote - Katie/Maia

Quote

• plan to have a video of a guy in a taco suit - go viral - multi-media platform

Outside of leaflet

Inside of leaflet

THE LEAFLET

Aims and Objectives:

Our aim for this leaflet was to inform potential new customers about Nanna Mexico's brand and what they offer, to show they are unique to their competitors. As well as introduce the target audience to the type of company they are: fast food, high quality chain which can compete with brands such as Subway and McDonald's.

Timescales:

• Final proofs to be checked by marketing manager and managing director of Nanna Mexico - June 1st
• Corrections and final proof for printer - June 8th
• Print run returned by June 21st
• Leaflets to be distributed during the Summer months of July and August, where there will be a higher number of tourists and passers-by during this peak time, especially as the weather will be hotter so more people will be out and about, and students will have finished school so they will be in the city centre more often. As a result of this, the passing trade will be higher and will correlate with the increased footfall. 
• As for the time of day, the leaflets will be handed out during the lunch hours of 12pm and 2pm. This is because it is expected to be the busiest time of the day as it's lunchtime and is the average time where shoppers want to look for somewhere to eat.

Resources and Equipment:

• The main resource we need is a supplier to print high-quality copies of our leaflets, quickly and efficiently.
• When thinking about the costing of printing the leaflets, we looked at stuprint.com to print our products, as they would us print high-quality, low cost leaflets.

Budget:

• We were given no specific budget, however we wanted to try and keep our costs as low as possible. Our leaflets were printed in A5, and we got a quote from stuprint.com to give us an idea of the prices we were looking at.

Legal and Ethical Issues:

• We were given a branding booklet by Luis which clearly outlined the specific guidelines we had to stick to when creating our products. It showed us everything from the colours that had to be used that matched the house style (all coded so they would be the exact same colours), to the measurements of how far away the logo can be placed by the edge of the paper.
• One legal issue we could have is the use of the Google Map on the back of the leaflet, as we have not got permission from Google ourselves to use it, however we took the image of the map from Luis' website so it would all depend on whether he had gotten permission himself.
• Google have some guidelines about using maps in print here: http://www.google.com/permissions/geoguidelines.html#maps-print which states that we can use Google Maps images in our print products as long as we do not make any changes to the map, for example deleting, blurring, or adding clouds to the image.

Personnel and Activities:

• Between myself and Katie, we both contributed evenly towards the ideas for the leaflet
• We both pitched our own original ideas to each other and then combined the best elements from each to create a final draft
• We decided we would divide up the work equally - one of us would design the inside of the leaflet, and the other would design the outside. As a result, I (Maia) created the outside and Katie designed the inside of the leaflet.

Front and back of postcard

THE POSTCARD

Aims and Objectives:

The aim of this postcard is to inform potential customers of the location, opening times and contact details of Nanna Mexico. We wanted to create a smaller product that could be more convenient to give to customers when they are rushing around shopping, and we used bright colours to make sure it stood out and caught their attention when they were given it. We think that this would lead to more customers checking out the restaurant.

Timescales:

• Final proofs to be checked by marketing manager and managing director of Nanna Mexico - June 1st
• Corrections and final proof for printer - June 8th
• Print run returned by June 21st
• The time of year this product would be distributed would be around Spring, so April to May. The reason it would be this time of year is because the weather will be beginning to get warmer and there will be more people coming into the city, making it a popular time for tourists and passers-by

Resources and Equipment:

• The resources we would need is a supplier to print copies of our postcards to a high quality standard
• When creating initial ideas of the costings, we looked at a company stuprint.com, this company had reasonable pricing along with good quality prints

Budget:

• We have no specified budget, however our aim is to keep costs as low as we can.
• Here is a quote from stuprint:

Legal and Ethical Issues:

• As we was given a branding booklet which included everything we could and could not use for the postcards, this helped us establish what was appropriate to use so it still fits with the house style. The booklet contained colour codes which could be used, along with imagery and text fonts.
• A legal issues which could be a problem is the google maps image which we put on the the back of the postcard however we took this image off the Nanna Mexico website, this means it depends on whether Luis got permission to use it. Here is the terms of use for google maps. http://www.google.com/permissions/geoguidelines.html#maps-print this states that we are eligible to use it on a print product as long as we do not make any changes to the map for example deleting, blurring or adding clouds to the images.

Personnel and Activities:

• Between myself and Katie, we both contributed evenly towards the ideas for the postcard. 
• We both pitched our own original ideas to each other and then combined the best elements from each to create a final draft.
• We decided that to divide up work equally, one of us would design one side of the postcard, and the other would design the other side. As a result, Katie made the back of the postcard with all the contact details and I created the art on the front of the postcard.

Poster

THE POSTER

Aims and Objectives:

• The aim of this Poster was to create a simplistic yet eye catching product that linked with the rest of the house style and would be appropriate to display in the restaurant window. The objective is to attract customers.

Timescales:

• This product would be displayed all year round in the restaurant until the branding was to be updated, for example. 

Resources and Equipment:

• The resources we would need is a supplier to print copies of our poster to a high quality standard.
• When creating initial ideas of the costings, we looked at a company stuprint.com, this company had reasonable pricing along with good quality prints. 

Budget:

• We have no specified budget, however our aim is to keep costs as low as we can.
• Here is a quote from stuprint:

Legal and Ethical Issues:

• As we was given a branding booklet which included everything we could and could not use for the postcards, this helped us establish what was appropriate to use so it still fits with the house style. The booklet contained colour codes which could be used, along with imagery and text fonts.

Personnel and Activities:

• To create this poster, Katie created this idea and sketched it out for myself to then make on Photoshop.

Poster

Risk Assessment and Recce

We made a risk assessment for the various potential risks of allowing a Nana Mexico employee to go around the City of Cambridge (Petty Cury, Regent Street) in a Taco Suit as an example of outdoor marketing, where they would hand out leaflets to passers-by in the surrounding area.

Photoshop Versions

Advertising Products Invoice

INVOICE FOR SERVICES

Mind Map

Questionnaires

Sketches

Final Products

Nanna Mexico Meeting 2: 4th February 2015

Questions Asked

• Most popular product? Big Ass Burrito is their signature dish
• Is their any product you would like to be promoted more?
• Is their anything specific you'd like on your posters/leaflets?
• Do you have a budget? Sufficient budget for materials
• Could we have your asset bank?

Feedback

• Good use of colours and sticking with the house style
• Eyecatching and quick message for posters, more informative on leaflets
• Information leaflet
• Different concepts and varying concept ideas to work with, ie. to inform, to educate etc
• Logo to be used is on the website
• Add offers onto the leaflets
• Look at the branding of Bill's
• Informative
• Creative
• Information package
• Leaflet
• Menu
• Location
• How they do it
• Who they are
• Poster
• Catches attention
• Short and sweet
• Postcard
• Front page less prominent logo
• Add brand logo in less prominent area

Adcepts and Proposal to Luis

TARGET AUDIENCE
The target audience for Nanna Mexico is mainly students and tourists, passers-by who want quick food (for example for when they're shopping in the city centre) that is decently priced and high quality.

POSITION IN MARKETPLACE
The main competitors to Nanna Mexico are food places such as Subway, as they have as similar idea and the fast food ordering process. However Nanna Mexico has combined this with Chiquitos and Las Iguanas Mexican theme so they stand out from their competitors.

POSTER/LEAFLET ART
This is an idea for a poster to put in the restaurant window, or for the front page of a leaflet.

STYLE
The style in minimalistic, with the recognisable logo in the middle and only two of the house colours being used.

CONTENT
The pattern in the centre of the piece is easy to associate with the distinguishable Nanna Mexico branding, and there will be a small logo in the bottom right corner with the name of the company.

TIME/BUDGET
This poster is predicted to take about two hours to create, one we have gathered the relevant colours and fonts from the asset book provided by Nanna Mexico. We have decided to print with stuprint, who offer high quality products for decent prices that will be affordable to Nanna Mexico. The cost of printing these posters as A3 sized comes in at £33.90 for two posters, however Nanna Mexico has the option of buying 25 for £45.14 if they feel like it would be beneficial to have that many with that deal, especially as it works out more cost-effective than the two-poster option.

POSTER/LEAFLET ART

This is a poster idea to put in the window of the restaurant, or art for a leaflet.

STYLE

The style of this product is Aztec with the triangles and bright colours, also matching with the house style. 

CONTENT

The bottom right hand corner will include the Nanna Mexico logo, like the first poster, so it is easier to establish the brand to new customers. The idea is to make the design stand out with the vibrant colours, and to capture the attention of passers-by.

LEAFLET

CONTENT
This is the initial idea for the back of the leaflet, which will include a map and all of the necessary contact details to inform customers about information such as the opening hours, locations and so on.

STYLE
The square detailing runs with the house style and overall aztec theme, and the colours match Nanna Mexico's branding with their other advertising products and restaurant.

LEAFLET

CONTENT
The aim of this menu is to be in the leaflet as information to the customers. This will give them an overview of the food options and an understanding of the process when ordering food.

STYLE
The square detailing works with the rest of the leaflet, and the colours are co-ordinating with the house style. The colours all work together without being too cluttered, with another to capture the reader's attention without being too much.

TIME/BUDGET
This page of the leaflet will take approximately two hours to create, once we have found and used the relevant fonts and colours taken from the Nanna Mexico asset book. This will form one page out of the four page leaflet, and it has been calculated to cost £86.25 to print 1000 of the leaflets, sized A4 Litho-printed and folded to A5. We chose the brand stuprint as they offered the best deal for what we were looking for.

POTENTIAL FURTHER DEVELOPMENT

• The colour schemes used in these ideas can be used widely across different products, including business cards, stickers etc
• Either idea can be developed on its own or combined to create an improved, refined design
• Examples above are a sample of initial ideas, however using the company's asset book including house fonts, we can create further designs using Nanna Mexico's house style and fonts.

(time budgets and time frame ie weeks, which is more difficult etc)

Advertising Plan/Research and Development

A proposal identifying the product being advertised
We are going to be advertising Nana Mexico as a brand, to increase brand awareness around the local Cambridge area. Our aim is to increase passing trade and footfall for the two restaurant locations, Regent Street and Petty Cury, so that in turn will increase the revenue for Nana Mexico as a result of the increase in customer numbers.

Aims, Objectives, Target Audience
The objective of our campaign is to attract the attention of passers-by to therefore increase the brand awareness and get the attention of new potential customers whilst maintaining Nana Mexico's loyal customers too. The target audience are customers that are local, and visitors to Cambridge. Cambridge has over five million visitors a year, and Nana Mexico want to be the fast food restaurant that visitors stop and eat at when they have a break.

Campaign Message
Myself and Katie are going to design leaflets advertising Nana Mexico, and to increase publicity more drastically than just handing out the leaflets, we are going to hire a taco suit so somebody can wear it and distribute the leaflets. This will get the attention of passers-by and by the 'taco man' engaging with the potential customers, he will build a larger loyal customer base by generating more footfall for the restaurant.

Campaign schedule (including launch dates, consideration of seasonal and calendar events, location and scheduling of advertisements)
We do not have a set date to launch the campaign, however we have established that the best time would be lunchtimes during the week. This is because Cambridge will still be very busy and Luis does not need any more customers during the hectic weekends. We want to create a multi-platform campaign and increase social media awareness, so we are going to offer that chance for customers to get a picture with the taco and to post it with the hashtag #nanataco or #nanamexicotaco or something similar to make customers aware of the restaurants' online presence. The taco character will stand outside/nearby the Petty Cury restaurant as this is the busier area of the two restaurants.

Video Element
If we were to make a video element to link with this campaign then it would be an attempt of a viral video on YouTube of the man in the taco suit. It would be a short video so that the customers wouldn't lose interest, and would contain different shots of the taco suit-ed man talking to customers/local people/tourists in the area, handing out leaflets, dancing to music (that will be edited in afterwards) and advertising Nanna Mexico

The relevant legal and ethical issues
Non-broadcast advertisements, direct marketing and sales promotion materials are regulated by the CAP, the Committee of Advertising Practise. Leaflets (what we will be producing) fall under this category and must work with the compliance regulations of non-broadcast advertisements. The principle of this regulation is: The advertisement should be legal, decent, honest and truthful. All marketing communications should be prepared with a sense of responsibility to consumers and society and should reflect the spirit, not merely the letter, of the Code.

Rules regarding compliance of the CAP Non-Broadcast Advertising Standards
1.1 Marketing communications should be legal, decent, honest and truthful
1.2 Marketing communications must reflect the spirit, not merely the letter, of the Code
1.3 Marketing communications must be prepared with a sense of responsibility to consumers and to society
1.4 Marketers must comply with all general rules with relevant sector-specific rules
1.5 No marketing communication should bring advertising into disrepute
1.6 Marketing communications must respect the principles of fair competition and generally accepted in business
1.7 Any unreasonable delay in responding to the ASA's enquiries will normally be considered a breach of the Code
1.7.1 The full name and geographical business address of the marketer must be given to the ASA or CAP without delay if requested
1.8 Marketing communications must comply with the Code. Primary responsibility for observing the Code fall on marketers. Others involved in preparing or publishing marketing communications, such as agencies, publishers and other service suppliers, also accept an obligation to abide by the Code
1.8.1 Rules in Appendix 3 apply only to third parties as defined. If the ASA is unable to identify the relevant third party, the advertiser - on behalf of whom the OBA advertisement is delivered to web users - must, in good faith, co-operate with the ASA to help determine the identity of the third party
1.9 Marketers should deal fairly with consumers

Legality
1.10 Marketers have primary responsibility for ensuring that their marketing communications are legal. Marketing communications should comply with the law and should not incite anyone to break it
1.10.1 Marketers must not state or imply that a product can legally be sold if it cannot.

First Meeting: Luis, Nanna Mexico

Notes taken from meeting with Luis:

• Open to any ideas

• Needs more graphics/posters - has space for them

• Social media - needs to increase awareness

• Does a deal on Tuesdays on Twitter - currently not very popular due to lack of followers in comparison to competing restaurants

• Offers are effective when they work well, but there's no guarantee they'll work as their normally not very popular

• Already has a loyalty card

• Did a charity stunt for Magpas charity - was on Cambridge News

• Tried to make an appearance on Radio

• Taco suit + tasters during the week (tuesday, wednesday, thursday - lunch time? When it is busy but not ridiculous)

• Advertising board being held by employee around town - but would need to be more interactive than just holding a board

• More visual - ie. banners (on social media?)

'Initial Creative Review' of Ideas and 'The Brief'

Nanna Mexico

Idea 1: Outward Marketing (above-the-line campaign)

- Somebody in a taco suit offering burrito tasters to attract the attention of passers by and to increase footfall and passing trade
- Offering to take photos with the person in the taco suit and to share their photos on Facebook/Twitter to increase awareness via social media
- An employee/volunteer can stand next to the person in the suit handing out leaflets (that we have produced as part of the campaign)

The chart shows the costs of Option 1. Nanna Mexico have not set a budget for our advertising campaign, however the price for this option is very reasonable in terms of generating profit when comparing the advertising expenditure costs with the potential increased revenue created with this idea.

Risk Assessment:

As this idea involved a worker of Nanna Mexico to be walking around Cambridge, it comes with potential risks:

• If a physical attack was made on the colleague, they would potentially make an insurance claim on the company, this could cost the business money in terms of compensation
• The colleague could trip and fall, causing an injury to themselves or others
• Avoid dogs and watch for traffic

Idea 2: Discounts (leaflets)

- Buy 1 adult meal and get another half price
- 10% student discount - this will be effective because the locations of the two restaurants (Petty Cury and Regent Street) are areas that attract a lot of students, both international and local, who would benefit from discounted fast-food and will appeal to them more
- Refer-a-friend discount - by referring a friend (i.e via social media) and then you can get a discount off your next meal
- Loyalty cards - buy any main dish and get a stamp. When you collect 5 stamps, for example, you get a free main dish (drinks and desserts not included)

Risk Assessment:

No risk involved with this idea


Idea 3: Social Networks (online advertising)

- Online offers to boost social media/brand awareness - relates back to discounts but more on-line based

Risk Assessment: 

No risk involved with this idea


Idea 4: Banners

- Facebook/Twitter banners
- Posters - transport
               - toilets
               - shop windows
- Boards (direction boards that somebody holds in Cambridge)
- Newspaper ads

Risk Assessment:

No risk involved with this idea


Audience and Market Research

The audience that Nanna Mexico are trying to attract are shoppers and tourists around Cambridge. Nanna Mexico are looking for an integrated campaign that will appeal both to the cold and warm audience, tapping into the new customers whilst still bearing in mind the audience that has already been brought into the brand.

Initial Creative Brief - Nanna Mexico

Contact: Luis Navarro
Email Address: luis@nannamexico.com

1. Background/Overview

What's the big picture?

Fresh fast food in touristic and shopping area

What's going on in the market?

The food market is now over saturated and it is tough to survive and make a profit. Quality and good service are the best tools to succeed in the term term, but bringing the casual (as opposed to regular) customer is in key

Anything happening on the client side that the creative team should know about?

Local growing company

Who is the ad talking to, and what is the one main thing we want to say?

Shoppers and tourists. We want to say this is fresh and healthy food that we can all afford

     2. What is the objective, the purpose of the ad?

We want the shopper/tourist to make the decision of entering our restaurant when they pass in front of our premises

     3. Target Audience: who are we talking to?

Shoppers and tourists. Usually, shoppers and tourists are people over 30 that have the power to spend money and travel

     4. What's the single most important thing to say?

Fresh and healthy food made your own way

     5. What are the supporting rational and emotional 'reasons to believe and buy?'

-Fresh and great food at fast food price

-Better than any other option around

-Fast and convenient

-Only real Mexican in the UK

     6. What else will assist creative development?

See website and online comments

     7. Schedule: What do we need from the creative team? When do we need it?

See website

     8. Proposed timetable

W/C Monday 19th January 2015:

Stage 1: Initial creative review of ideas and brief

W/C Monday 26th January 2015:

Stage 2: 'Concept stage' ideas worked up into campaign for client feedback

W/C Monday 2nd February 2015:

Stage 3: Visual and First Copy

W/C Monday 9th February 2015:

Art work for print ready campaign

Client Research

The 3 clients myself and Katie are going to be researching further are:

• Nanna Mexico
• Jemporium Vintage
• City Cycle Hire

1. Nanna Mexico

Nanna Mexico is an authentic Mexican take away and fast food restaurant in Cambridge, with restaurants in Regent Street and Petty Cury. Offering home delivery and corporate catering, Nanna Mexico aim to stand out from their larger competitors such as Chiquitos and Las Iguanas. Nanna Mexico's online presence helps to spread the word through their social media sites, posting photographs on Facebook and Twitter and offering online-exlusive deals to encourage people to spread the word and create a buzz about their restaurant. The logo is bright and modern, but still minimalist with just the lettering making up the logo. They offer authentic Mexican food, e.g burritos, tacos, enchiladas, and they offer student discounts to encourage younger local students with disposable income. They lay out their menu by letting you choose your 'item' (for example, burrito, quesadilla) and then you choose your filling (for example, chicken, chorizo, vegetarian), so there is a wide variety of choice.

Main Website

Menu

      2. Jemporium Vintage

Jemporium Vintage is a clothing and accessories store based in the Grafton Centre , Cambridge. They primarily focus on low cost vintage items, for example Levi's. They sell a range of clothes from XS to XXL, and specialise in unique clothes from the 50s to the 90s. Jemporium Vintage has quite a few competitors in Cambridge, from charity shops such as Oxfam, to other vintage outlets like Rosie's Vintage, Romsey Retro and Rehab Vintage. Their logo is simple and reflective of the type of fun, retro store they are, and their branding is representative of the 60's era, with bright colours and stand-out lettering on their website.

Main Website

      3. City Cycle Hire

City Cycle Hire is a Cambridge Cycle Hire company. They let you hire out bikes for a period of time for a price, and you can choose between mountain bikes or city hybrid bikes. Their main competitor is Station Cycles. Their logo is simple and traditional, making the company appear reliable and well-established, and the logo is easy to remember and recognisable. City Cycle Hire also offers the opportunity for long-term hiring, which is especially appealing to students both international and local. Starting at £7 for four hours, City Cycle Hire cater to a wide range of customers and their individual needs, and even offer group rides and speciality bikes such as Tandems and Fixed Gear Bikes.

Main Website

Prices

Selecting the Advertising Client

I'm going to be working on this project with Katie Turner. I am going to be taking responsibility for the graphics and the design, as the art director and copywriter. Katie will be taking on the role of the digital manager and and media planner, organising the marketing strategy for the campaign.

There are six companies that we are going to look at when deciding who to work with. Nanna Mexico (food), Scrimshaws Guerrilla Kitchen (fast food), Backstitch (fabric and materials/fashion), Jemporium (fashion/retail), City Cycle Hire (sport), Repeat Records (music/publishing).

• Nanna Mexico
• Mexican fast food restaurant and take-away
• Offer home delivery
• Authentic restaurant
• Corporate catering
• Twitter @nannamexico
• Facebook www.facebook.com/nannamexico
• There are other mexican competitors, for example Las Iguanas and Chiquitos, but they're the only mexican take-out company in Cambridge

• Scrimshaws Guerrilla Kitchen
• Pop-up fusion food outlet in Cambridge
• Sells gourmet pork in steamed buns
• Street food
• www.guerrillakitchen.co.uk
• Twitter @guerrillakitch
• Facebook www.facebook.com/schrimshaws
• Cooks in a number of locations, including Cambridge Foodpark and The Free Press Pub

• Backstitch
• Fabric and haberdashery company
• The shop was originally an online-based company in 2010 until 2014 when they opened a store at the farm shop complex Burwash Manor, just outside of Cambridge, in March
• They sell contemporary patterns, books, fabric, and growing selection of classes from the Burwash shop, mainly for the beginner stitcher
• www.backstitch.co.uk
• Twitter @backstitchshop

• Jemporium
• A vintage Cambridge-based shop
• Sells a wide range of vintage clothes and accessories at low prices
• They have an online shop on Ebay
• Facebook www.facebook.com/jemporiumvintage
• Unique pieces from the 50's to the 90's
• Blog www.jemporiumvintage.tumblr.com
• www.jemporiumvintage.co.uk 

• City Cycle Hire
• Cambridge based cycle shop specialising in cycle hire
• £40 deposit which is fully refunded
• Varies from women's and men's bikes - mountain bikes and city hybrid bikes
• Offers group hires for city tours
• www.citycyclehire.co.uk

• Repeat Records
• Independent record label, fanzine and music promoter based in Cambridge
• R*E*P*E*A*T fanzine was first started in 1994 by Cambridge schoolteacher Richard Rose. The fanzine began as a homage to the band the Manic Street Preachers, but it quickly grew to include articles about the local and national music scene and socialist issues
• Has released records from artists such as Miss Black America, The Dawn Parade, Chris TT and The Resistance
• www.repeatfanzine.co.uk

Understanding How Advertising is Distributed and Promoted

1) Where and how my print advertising campaign was distributed

Russia was the target audience for this campaign, as it primarily focuses on the struggle with parking and congestion with their large cars, so the advertisement was distributed around Moscow, Russia. This way, BBDO would be targeting directly the area where most people would benefit from seeing the advertisement. Looking at the Russian BBDO website (http://bbdogroup.ru/eng/wedo/works/type/media/) it shows that the whole campaign was a multi-platform media based campaign. By using a video and two print-based ads, this made up the main bulk of the campaign. However, BBDO further spread awareness through advertising across various multi-media platforms such as Facebook, where the test drivers wrote about their experiences driving a Smart car. The print advertisements would have been given to the consumer once they've test driven the car, so they can look at the reasoning behind the campaign.

The campaign was primarily focusing on Moscow and it's traffic jams, congestion problems and parking issues, however since it is a media based campaign it's actually an international campaign, because it will be shared worldwide across all media. These issues are also present in cities such a London, so this campaign will also be appropriate for large congested cities outside of Moscow.


This is the video advertisement for the campaign.


This is the print-based advertisement that would have been used on billboards and in magazines in order to promote the campaign.


This is the print-based advertisement that would have been handed out to the Smart car test drivers and other members of the public to inform them about the reasoning behind the campaign and to educate potential buyers about the issues surrounding Moscow's parking and congestion problems.

http://www.pixelonomics.com/mercedes-smart-unexpected-test-drive/ - This link shows how the campaign's awareness has been spread online, by 'sharing' and talking about the campaign.

http://www.thedrum.com/news/2013/05/15/mercedes-unveils-campaign-let-drivers-test-out-smart-car-after-their-own-was-towed - This is a news article on the campaign, which is a form of advertising as the word is being spread about Mercedes' campaign, and the added benefit of being mentioned on 'The Drum' is that it is the UK's largest marketing website.

Although there no solid evidence, it is most likely that Mercedes Smart advertised their campaign by putting up the main print advertisement on Billboards in Moscow, Russia, and this is known as outdoor advertising. The average price of advertising on a billboard is around 3500 GBP, which is the equivalent of 333465.71 Russian Rouble (RUB).

2) Can you find what cross media presence your campaign has had? How was social media and other platforms used to create community of develop the product/campaigns reach?

The video ad for the Smart campaign was put onto YouTube (video is above) so it could be viewed worldwide. The video campaign so far has 15,000 views. It was also advertised across multi-media platforms, such as Facebook and Twitter, where people talked about the campaign and spread awareness through word of mouth/sharing/liking comments and so on.