Title	SINGING BAR CODE SCANNER
Brand	STARK
Product/Service	BANANICA
Category	B01. FAST MOVING CONSUMER GOODS
Entrant Company	NEW MOMENT NEW IDEAS COMPANY Y&R Belgrade, SERBIA
Advertising Agency	NEW MOMENT NEW IDEAS COMPANY Y&R Belgrade, SERBIA
Media Agency	NEW MEDIA IDEAS Belgrade, SERBIA
Production Company	RED PRODUCTION, SERBIA

Name	Company	Position
Zarko Sakan	New Moment New Ideas Company Y&R	Managing Director
Svetlana Copic	New Moment New Ideas Company Y&R	Creative Director/Copywriter
Nemanja Vucinic	New Moment New Ideas Company Y&R	Managing Director
Jasmina Nikolic	New Moment New Ideas Company Y&R	Client Service Director
Sladjana Danojevic	New Moment New Ideas Company Y&R	Copywriter
Ana Vehauc	New Moment New Ideas Company Y&R	Creative Strategist/Copywriter
Ivana Veljkovic	New Moment New Ideas Company Y&R	Art Director
Milos Djukelic	Red Production	Production Director
Minja Jovanovic	Red Production	Director
Ana Gavric	Red Production	Producer

Results and Effectiveness

Bananica kept its leader's position and reclaimed its brand promise. Additionally, it proved to be a young, innovative brand in spite of its long tradition. This is the first time bar code scanners were used as the media and no other brand in the market has ever done anything similar: this campaign is a benchmark for all.

Creative Execution

We wanted to extend the brand message "Happiness is made of small things" to the point of sale. We utilized the recognizable Bananica tune and reprogrammed the bar code scanner at cash registers to play it whenever Bananica is scanned. The campaign was very simple: we placed the reprogrammed bar code scanners in grocery stores and that was basically all it needed to work. Bananica is a very frequently bought item in stores, so each time somebody purchased it, the media solution drew attention of basically all customers in the area.

Insights, Strategy and the Idea

A simple, small Bananica candy had great difficulties competing with bigger, aggressive competition and a bunch of cheaper copycats. The objective was to stand out at the point of sale, at the same time reinforcing the brand claim "happiness is made of small things". Bananica is a true love brand in Serbia: for generations, it is the first candy they have ever tasted and this association with happy memories and childhood is very powerful: it is practically impossible to eat Bananica and frown. It is loved by everybody, affordable to all, guilt-free daily reminder that happiness truly is made of small things. For the client, it proved to be an effective way to stand out from everybody and drive sales, at the same time adding new element of branding (the brand music) to the point of sale. For the consumers... you should just see their faces. Bananica made their day!