Title | RIBBONIZATION |
Brand | MARS |
Product/Service | CHOCOLATE BAR |
Category |
B03. Use of Ambient Media: Small Scale |
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
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.