SAB Miller appoint Avenue A | Razorfish to deliver digital strategy for Russian market

Avenue A | Razorfish has been chosen by SAB Miller to implement an innovative digital strategy to support REDDS', the female targeted beer, first ever foray into digital. Avenue A | Razorfish's full service digital expertise led to the successful appointment, ahead of LBI.

By the end of 2008, Russia will have the second largest Online population in Europe behind Germany, making this the perfect opportunity for the REDDS brand to move into the online arena.* To captivate the fashionable, affluent and online-savvy target audience of 18-24 year old Russian women, Avenue A | Razorfish  has developed a lifestyle web application.

The portal aims to embrace the various passion points of Russian female culture, from fashion and style to socialising and travel, complimenting SAB Miller's positioning of REDDS as an upmarket and stylish beverage. The multi-platform site provides a targeted user experience by offering Russia's à la mode women the opportunity to Chat, collaborate and explore lifestyle topics and fresh Content.

In addition, users can express their individual style by creating an online fashion scrapbook that can be shared and discussed with other members in the community.  Russian women's lifestyle magazine editors will also serve as guest users providing Comment on members' style scrapbooks.

Charlie Hiscocks, SAB Miller group brand communications director comments, "We did not want to design a site that is simply a ‘brand dump', but instead the idea was to create a portal which REDDS women would want to repeatedly visit every day; something and somewhere that would be directly relevant to our audience's everyday lives."

Neil Miller, Managing Director of Avenue A | Razorfish, states, "This appointment demonstrates our ‘Everything Working Together' philosophy. We are able to work across the silos of creative, strategy, analytics, technology and media, to create the most effective approach for the client. The digital component of the project will enable us to tackle the challenges posed by this particular local market, ensuring execution meets the core requirements of the audience".

ENDS

About Avenue A | Razorfish

Avenue A | Razorfish is one of the largest interactive marketing and technology services agencies in the world. The company helps industry leaders such as O2, FT and Samsonite use digital channels to acquire and service customers. Avenue A | Razorfish's full suite of digital offerings includes online advertising, Web site design and development, email and search engine marketing, emerging media strategies, and enterprise portal development. Its award-winning client teams have a great understanding of customer needs and provide solutions through distinct business disciplines, which include: analytics, strategy, technology, media, creative design and user experience. An operating unit of Seattle-based aQuantive, Inc. (NASDAQ: AQNT), Avenue A | Razorfish has offices in markets across the United States, and global operations in Australia, China, France, Germany, Japan and the United Kingdom. Please visit www.avenuea-razorfish.com for more information.

*Source: eMarketer, Feb 2008