BARNI'S NEW YEAR WORKSHOP
| Title | BARNI'S NEW YEAR WORKSHOP |
| Brand | MONDELÉZ RUSSIA |
| Product/Service | BISCUITS |
| Category |
E01. Integrated Campaign led by Promo & Activation |
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Entrant
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E:MG Moscow, RUSSIA
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Idea Creation
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E:MG Moscow, RUSSIA
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Media Placement
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E:MG Moscow, RUSSIA
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PR
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E:MG Moscow, RUSSIA
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Production
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E:MG Moscow, RUSSIA
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Credits
| Anton Melnikov |
e:mg |
Chief Creative Officer |
| Lidiya Veres |
e:mg |
Art Director |
| Julia Veredesie |
e:mg |
Creative Director |
| Alexander Nuvaryev |
e:mg |
Creative Director |
| Yulia Yaralova |
e:mg |
Designer |
| Alexander Semin |
e:mg |
Creative Consultant |
| Natalya Meretskaya |
e:mg |
Copywriter |
| Margarita Savinova |
e:mg |
Client Service Director |
| Maria Sapronova |
e:mg |
Senior Account Manager |
| Ksenia Ferapontova |
e:mg |
Account Manager |
The Campaign
Barni created one-of-a-kind New Year Workshop that totally changes children’s attitude in the act of gift giving during Christmas.
Instead of permanently getting gifts Barni’s New Year Workshop inspires and involves children into making their own New Year gifts themselves and presenting them to their nearest and dearest.
Campaign Success
Barni’s New Year Workshop starts with a package. Every package contains fairytale characters and Christmas decorations for making a present by hand. Barni’s New Year Workshops have opened everywhere: online lessons at social networking sites, on the Barni website and creative workshops in large shopping centers.
Promo package with Barni’s New Year Workshop design in retailer’s shops throughout Russian Federation (approx.6 000) - 20.11.2015 - 10.01.2016
Barni’s New Year Workshop working period in shopping centers (14 MEGA trade centers in Moscow and key regions in Russia) – 04.12.2015 – 10.01. 2016
Online lessons - 30.11.2015 – 10.01.2016
Describe the success of the promotion with both client and consumer including some quantifiable results
Over 51 000 000 impressions in a spend of just 6 weeks
Sales have grown by 24%
Market share has increased by 3, 3%
But the main result is that Barni present made by children has come to 1 in 4 families in Russia.
Explain why the method of promotion was most relevant to the product or service
The campaign was aimed to activate a new attitude of children (3-8 y.o.) by interacting with them using promo tools specially tailored by brand to meet the occasion specific and to provoke their immediate response.
The generation of parents who remember Soviet times and Perestroika were very much deprived. And now they literally “shower” their kids with gifts trying to compensate their lack, especially in the New Year period, the most beloved by Russian children. Brands follow them giving numerous gift packs and offers.
Barni wants to become a part of Near Year life for the new generation and understands that a regular present will not be a surprise to anyone.
Barni decides to change the act of gift giving. Children are used to receiving them but every child needs giving presents as well.
Barni’s New Year Workshop inspires children to create gifts and present them to their families.