Title	LITTLE BIG SHOW
Brand	GARNIER
Product/Service	GARNIER PURE 3-IN-1
Category	A13. User Generated Content
Entrant	PUBLICIS RUSSIA Moscow, RUSSIA
Idea Creation	PUBLICIS RUSSIA Moscow, RUSSIA
Production	HUNGRY BOYS Moscow, RUSSIA
Additional Company	GARNIER Moscow, RUSSIA

Name	Company	Position
Anton Zimin	Publicis Russia	Executive Creative Director
Andrey Yarinich	Publicis Russia	Creative Group Head:
Elena Andrich	Publicis Russia	Senior Strategic Planner:
Vadim Skorobogatyy	Publicis Russia	Case Study Designer
Natalia Sklyarova	Publicis Russia	Producer
Ekaterina Ponomarenko	Publicis Russia	Group Account Director
Andrey Gnet	Production Dago	Director
Marat Adelshin	Production Dago	DOP Lighting Cameraman
Ekaterina Kaznacheeva	Production Dago	Producer
Sergey Andronov	Digital Production Hungry Boys	Art Director
Pavel Kreys	Digital Production Hungry Boys	Head of Production
Stanislav Vasiliev	Digital Production Hungry Boys	Designer
Anna Komarova	Digital Production Hungry Boys	Designer
Ekaterina Anisina	Digital Production Hungry Boys	Designer
Tatiana Shumilovich	Publicis Russia	Managing Director
Natalia Ilicheva	Publicis Russia	Account Manager
Evgenia Babina	Production Dago	Post produсer
Tatiana Bortnik	Production Dago	Production Producer
Roman Kosov	Case Study Production Yarche	Case Study Director
Kirill Lebo	Case Study Production: Yarche	Video Editor
Elizaveta Ahmetova	Digital Production Hungry Boys	Client Service Director
Inna Kovaleva	Digital Production Hungry Boys	Account Manager
Dmitry Barashkov	Сlient Garnier	Managing Director
Eleonora Okumush	Сlient Garnier	Group Brand Manager
Anastasia Dulskaya	Сlient Garnier	Brand Manager

The Campaign

We’ve taken the biggest Russian teen-pop star Egor Kreed and squeezed him into each pack of Pure 3-in-1. Buy the product, install the app and thanks to augmented reality tiny Egor will greet you by name and perform a personal show for you wherever you put the pack. Be creative, shoot video and share! Have fun and entertain your friends! Egor Kreed will personally come to the author of the best video and greet with St. Valentine’s day or Women’s day.

Creative Execution

We’ve started the roll out of the campaign with our celebrity’s personal Instagram posts which were promoting the site. The site revealed the link to our app and description of the promo mechanic. The app is available on Google Play and AppStore. The application became the core asset of the campaign. It was the main tool for creating entertaining user generated content. The app allowed to share the content in all social networks popular in Russia. And users’ engagement pushed a huge flash-mob. Girls started copying movements and dancing with the celebrity and product. The flash-mob dance gave a new boost the campaign!

21K unique user generated ad videos. 28.5 million views in social media. TA started a flash-mob dance with product. An extraordinary level of engagement. The campaign became a part of teens’ culture. Sales growth +49% Segment share growth by 9% Pure 3-in-1 became a market leader.

Thanks to augmented reality implemented in our application we created a tool, that gave our target audience an opportunity to play with their admired celebrity and to create an entertaining content with the product as a main hero in it. The idea resonated with our TA so much that they’ve started a flash mob in social media by posting videos where they’ve tried to repeat the dance of their beloved celebrity right in the videos created via our application. This is how the content and activation turned into a teen culture.

On one hand teen girls are normally the most unconfident people in the world especially when they evaluate their own beauty. On another - for Russian gender holidays (St. Valentine’s and Women’s day) girls expect so much from others, especially from guys. So we’ve decided fix the uncertainty issue and start to CELEBRATE the beauty. Buy Garnier Pure and be sure you are the star. Proven by not an ordinary guy.