“Shoe care is a matter of a second!” is the concept of TM Salton advertising campaign in 2009. The positioning of the Salton brand – quality shoe care in minimum time – is reflected in this capacious and laconic slogan. 

This idea was clearly incarnated in an advertising TV reel with a dynamic and exciting plot. It reminds of a prevalent situation in the morning when people are in a hurry preparing to go to work and have no time for shoe care. And at this moment Salton innovative products come to the aid. They give shine to shoes in no time and make happy those who possess these products. This advertising reel was shown at Russian federal channels last year and got a high mark of consumers. 

“According to the data of U&A research in shoe care products in 2008 seventy one per cent of Russians estimated the attractiveness of Salton advertising reel at its true worth. Eighty five per cent of TV viewers correctly understood and memorized the main idea of the reel: TM Salton products ensure swift and easy shoe care, Irina Vorontsova, group brand manager of UPECO Company, said. – In the situation of crisis we chose to use last year’s success of the reel, and so this year we decided to show it at the TV channels again. On one hand it will allow to consolidate the Salton brand positioning, on the other hand – to optimize the advertising budget of the brand”. 

This year TM Salton advertising campaign will go off simultaneously in three countries: Russia, Ukraine and Kazakhstan. Russians will be the first to watch Salton TM reel. From November 12 to November 15, 2009 it will be broadcasted by five federal Russian channels – ORT, RTR, STS, TV-3 and DTV. On October 19 “the advertising relay-race” will be caught up by the Ukraine, which will gladden viewers of five main channels by Salton dynamic and positive reel. Since November 1 Kazakhstan will take part in the campaign. 

We wish you pleasant review of the reel!