| Title | AMAZING BARNI THEATER |
| Brand | MONDELEZ |
| Product/Service | BARNI |
| Category |
A03. USE OF MERCHANDISING/IN-STORE MARKETING |
|
Entrant Company
|
E:MG Moscow, RUSSIA
|
|
Advertising Agency
|
E:MG Moscow, RUSSIA
|
Credits
| Nuvariev Alexander |
E:mg |
Сreative Director |
| Meretskaya Natalya |
E:mg |
Copywriter |
| Tatarnikov Evgeniy |
E:mg |
Digital Creative Group Head |
| Gorokhova Elena |
E:mg |
Designer |
| Savinova Margarita |
E:mg |
Account Director |
| Sapronova Maria |
E:mg |
Client Manager |
The Brief
Based on the brand positioning and understanding of the consumer, we have to create an integrated promotional campaign for the brand Barni, which will regulate the frequency of purchase of the product, thereby providing increased sales.
Describe how the promotion developed from concept to implementation
Buying at first sight absolutely ordinary packaging «Barni» actually, mother and child received as a present magic theatre: packaging became a stage for performances, and the main hero and storyteller became child himself. Together with the cardboard toys from different epochs it was possible for the child to come up a game with his favorite characters, interesting plots and, of course, the applause of spectators!
Creating a theatrical performance, the child not only participated in it himself, but involves his mom for filming a short movie, on plot his personal tales, downoaded it on youtube and awarded with presents.
Describe the success of the promotion with both client and consumer including some quantifiable results
3 months of the campaign were achieved following results:
• campaign was attended by 40 000 people
• 130,000 registered codes
• 73% of participants recorded more than one code, which indicates the high loyalty and commitment of participants.
• One-third of the protesters ordered prizes (33.3%)
Explain why the method of promotion was most relevant to the product or service
Each box represents a cardboard constructor that after using the assembly instructions was turning into a theatrical scene. In addition, inside the package were 4 heroes from different eras, which one a child could involve in his performance.
On the packaging was a promo code, it was obligatory to register them on website and get a chance to win valuable prizes.
Regularly on the site appeared new videos invented and made by children, and everyone could rate the work and mark his favorite job.
Three winners of the website voting received exclusive prize - repair based on children's stories