Title	PULPY WHERE IS THE PULP?
Brand	MOULTON
Product/Service	PRODUCT
Category	C01. INTEGRATED CAMPAIGN LED BY PROMO & ACTIVATION
Entrant Company	ICON COMMUNICATIONS AGENCY Moscow, RUSSIA
Advertising Agency	ICON COMMUNICATIONS AGENCY Moscow, RUSSIA

The Brief

Communicate the main product feature - natural orange pulp -to young TA and drive trial.

Describe how the promotion developed from concept to implementation

Integrated 360 campaign with channels relevant for young audience and juicy activations which dramatized pulp: TV ad with catching story about missing pulp Digital game in SN about collecting pulp Energy radio sponsorship with ticket draws foe summer beach parties Creative POP, plasma displays, placement in fruit and dairy zones National sampling in 6 channels

Describe the success of the promotion with both client and consumer including some quantifiable results

all KPI`s reached "pulpilions" of consumers were recruited and found out what is the pulp TV 93 % TA reached Digital 436017unique users Radio 1000+ ticket draws Trade BP-32% average year penetration

Explain why the method of promotion was most relevant to the product or service

Pulpy consumers are young and hard to impress therefore to communicate its main product feature – refreshing orange pulp – we carried fun experiential mechanics in the multiple outdoor channels with the help of creative equipment (robot, trishaws etc.), pop-up executions (photo booths) and street teams – all dramatizing pulp. Pulpy also integrated into summer beach events and fitness conventions. Thus the brand became relatable, emotionally close, situation relevant and talkworthy.