Since May, 19 a new reel on Raptor TM has been broadcasted. Over five weeks viewers of six federal channels – “The First”, “Russia”, “STS’, “Domestic”, “TV – 3” and “DTV” will be able to revel in amusing video reel on Raptor TM that touches broad audience regardless of gender and age. 

“Raptor” for people! The new concept of the brand’s positioning was successfully embodied in this new advertising reel. Very kind, warm, familiar and clear story about the boy who asks his mother “Do dinosaurs bite?” arouses positive emotions in 89 per cent of the respondents representing consumers for whom the brand is intended.
“We had a difficult task – to show over ten seconds in an original fiction reel the situation with the use of the product, to inform consumers of the main valuable features of the brand (effective and secure anti-insect protection), to fix in buyers’ mind the image of the trade mark giving people maximum care and to make all this firmly associated with the name of the brand – “Raptor”, Vladislav Hitrov, UPECO’s marketing director, noted. 

The testing confirmed that the aim was achieved. The respondents said that the reel about Raptor TM stands out against other advertising products and sticks in memory better than other reels in the same advertising unit. 94 per cent of the respondents said that they would like to watch the advertising reel about merry boy and solicitous dinosaur several times. 

The choice of a short format for the reels (five and ten seconds) was preconditioned by many years of the brand’s presence at the Russian market and by the fact that buyers know the it very well. According to the study conducted by IMCA Company in August, 2007, nine out of ten respondents know Raptor brand. The reel about kind little dinosaur who “keeps an eye so that mosquitoes do not bite” will remind consumers of the familiar product, and Raptor TM will present buyers with sound sleep without mosquitoes!