| Title | THE HOUR OF PASSION |
| Brand | NESTLÈ RUSSIA |
| Product/Service | EXTREME ICE CREAM |
| Category |
A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN |
|
Entrant Company
|
PICHESKY Moscow, RUSSIA
|
|
Advertising Agency
|
PICHESKY Moscow, RUSSIA
|
Credits
| Elena Kolpakova |
NESTLE RUSSIA |
Senior Brand Manager |
| Natasha Grigoryan |
NESTLE RUSSIA |
Cross/Brand Digital Manager |
| Sergey Kuzmenko |
PICHESKY |
Creative Director |
| Maxim Goroshkov |
PICHESKY |
Account Director |
| Matvey Lebedev |
PICHESKY |
Senior Copywriter |
| Nidal Al/Makharek |
PICHESKY |
Media Planner |
| Roman Khokhlov |
PICHESKY |
Designer |
| Ruslan Valeev |
PICHESKY |
Project Manager |
| Lana Vinokurova |
PICHESKY |
Account Manager |
| Nikolay Stepanov |
PICHESKY |
Agency Partner |
| Yan Oskin |
PICHESKY |
Agency Partner |
Results and Effectiveness
First nationwide Hour of Passion has happened on 16th of July
10 media platforms suspended an access to their sites for one hour
The leading Russia's Internet psychologist supported the movement as well as 100 key opinion leaders.
330 000 users committed to go offline for the Hour of Passion.
6 000 000 people got the message: Extreme is a brand for Passion.
Creative Execution
It’s barely possible to stop the Internet with an ordinary ad campaign.
That’s why we’ve created a real Movement for Passion.
We came up with manifesto for Passion, which our active audience could contribute to, support, and share in social networks.
Then, we’ve challenged:
1) active bloggers and youtubers to join our quest for Passion
2) leading national online media to support our movement and suspend an access to their sites for one hour, suggesting ways to spend time better than Internet surfing
Insights, Strategy and the Idea
National Ice Cream brand Extreme is aiming to establish itself in Digital.
TA: Females 18-30, regular ice cream cones consumers, who strive to live the life to the fullest. They lack passion and romantics in relationship and their men do not consider it important.
The brand faced a unique problem, starting conversation in Digital: There is no true passion online as communication in the Internet substitutes true feelings with virtual analogues.
Insight:
Switching off gadgets and going offline changes ways people act and think.
Now it is easier for them to recall real feelings.
The Idea:
Stop Internet for 1 hour and suggest a better way to spend this time with beloved ones