Client: Merloni Elettrodomestici / Ariston

Length: October 9, 2000 - present time

Geography: Moscow

Background: This project became a result cooperation between Merloni and Bulgakov Foundation. The agreement between the two sides was signed on July 26, 2000.

Goals:

• To build Merloni's image as one of the most active foreign companies operating on the Russian market
• To position Merloni as a responsible corporate citizen of Russia
• To emphasize exclusivity and finesse of Ariston brand
• To help propagate Bulgakov's works

Strategies:

• staged performance in the yard of Sadovaya 10 house, where the legendary "nekhoroshaya kvartira" (bad apartment) is situated
• Staged episodes from Master and Margarita novel
• Press conference of the Bulgakov Foundation broadcast in the web
• Interview with Foundation leaders and sponsors
• Invitation of extended list of the media

Results:

• More than 1000 guests
• Performances by 12 bands and troupes
• 9 shorts on the central TV (including live broadcast in Vremya, ORT)
• 25 publications
• webcasting of the conference