RIBBONIZATION

ClientMARS
Category A01. Fast Moving Consumer Goods
TitleRIBBONIZATION
Product/ServiceCHOCOLATE BAR
Entrant BBDO RUSSIA GROUP Moscow, RUSSIA
Idea Creation BBDO RUSSIA GROUP Moscow, RUSSIA
Media Placement BBDO RUSSIA GROUP Moscow, RUSSIA
PR BBDO RUSSIA GROUP Moscow, RUSSIA
Production BBDO RUSSIA GROUP Moscow, RUSSIA
Credits
Name Company Position
ALEXEY FEDOROV BBDO Russia group ASSOCIATE CREATIVE DIRECTOR
ANDREY KRUSANOV BBDO Russia group DIGITAL ART-DIRECTOR
DENIS BYKOV BBDO Russia group DIGITAL COPYWRITER
NATALIA TEDDY BBDO Russia group Creative Group Head
ALEXANDRA SAGALOVICH BBDO Russia group DIGITAL STRATEGIC PLANNING DIRECTOR
ALEXANDER KUZNETSOV BBDO Russia group CLIENT SERVICE DIRECTOR
ANASTASIA VIKULINA BBDO Russia group SENIOR ACCOUNT MANAGER
YULIA NAZAROVA BBDO Russia group ACCOUNT EXECUTIVE
VALERY GOROKHOV BBDO Russia group SENIOR PRODUCER
ELIZAVETA GRIGORYEVA BBDO Russia group ELIZAVETA GRIGORYEVA
ANNA MEZENOVA BBDO Russia group Designer

The Campaign

HIGH SCHOOL GRADUATION DAY IS THE MOST MEMORABLE EVENT FOR RUSSIAN PUPILS. BUT THERE IS ONE THING THAT SPOILS EVERY STUDENT’S LOOK – THE TRADITIONAL OLD-SCHOOL RIBBON WITH AN INSCRIPTION “GRADUATE 2017” THAT MAKES EVERYONE LOOK THE SAME. THEREFORE, WE CREATED THE IDEA «YOU’RE NOT YOU WHEN YOU BLEND IN». SNICKERS GAVE GRADUATES THE CHANCE TO AVOID JUST BLENDING IN – AND TURNED THEIR BORING RIBBONS INTO SOMETHING PERSONAL.

Creative Execution

WE DEVELOPED AND MASSIVELY DISTRIBUTED UNIQUE, EYE-CATCHING RIBBONS, WHICH GRADUATES COULD CHOOSE ACCORDING THE THEIR PERCEPTION OF THEMSELVES. THEREFORE, WE CREATED A DESIGN FOR 18 RIBBONS BASED ON MULTIPLE INTERNET MEMES AND TRENDY SLANG. WITH THE HELP OF A BTL-AGENCY, WE ORGANIZED A PROMO IN VK.COM, RUSSIA’S BIGGEST SOCIAL NETWORK. MECHANICS FOR GETTING A RIBBON ONLINE: • SHARE THE POST WITH THE RIBBON YOU LIKE • PUT THE #SNICKERSGRADUATION2017 HASH TAG • GET A CHANCE TO RECEIVE A SNICKERS GRADUATE RIBBON GRADUATES ALSO HAD A CHANCE TO GET IT OFFLINE BY VISITING THE BIGGEST PARKS IN MOSCOW & ST. PETERSBURG DURING THE GRADUATION NIGHT.

Results

DURING THE ONLINE PROMO 6000+ RIBBONS WERE DELIVERED IN 1 WEEK WE GAINED 8000 SHARES IN THE VK SOCIAL NETWORK ENGAGEMENT RATE EXCEEDED INDUSTRY BENCHMARKS 15-FOLD ENGAGEMENT RATE WAS 5,7 OFFLINE PROMO WAS ALSO A SUCCESS – GRADUATES WORE RIBBONS ALL NIGHT, TURNING INTO WALKING OUTDOOR ADS. SO EFFECTIVE THAT WE EVEN GOT ONTO THE MAIN NATIONAL CHANNELS AND PRIME TIME TV

THIS CAMPAIGN IS RELEVANT BECAUSE WE ORGANIZED SIMPLE PROMO MECHANICS IN ONE OF THE MOST POPULAR SOCIAL NETWORKS IN RUSSIA WHICH GENERATED GREAT AMMOUNT OF ENGAGEMENT RATE AND SPARKED CONVERSATION ABOUT THE BRAND. THE PROMO ASSETS BASED ON ONE OF THE MOST POPULAR MEMES AND TRENDS IN 2017 WERE IN HIGH DEMAND. OVER 6000+ RIBBONS WERE DELIVERED STRAIGHT TO THE USERS IN 1 WEEK.

SNICKERS FOCUSED ON 14-17 YEARS OLD GRADUATES WHO WERE EAGER TO STAND OUT AND CHANGE OLD-SCHOOL RIBBONS FOR TRENDY ONES.