FERRERO ROCHER. REWARD THOSE WHO SEEK NO REWARDS
| Title | FERRERO ROCHER. REWARD THOSE WHO SEEK NO REWARDS |
| Brand | FERRERO |
| Product/Service | FERRERO ROCHER |
| Category |
A03. Online: Fiction & Non-Fiction |
|
Entrant
|
SLAVA Moscow, RUSSIA
|
|
Idea Creation
|
SLAVA Moscow, RUSSIA
|
|
Production
|
WHY NOT Moscow, RUSSIA
|
Credits
| Victor Sokolov |
SLAVA |
Creative Director |
| Katy Konovalova |
SLAVA |
Client Service Director |
| Denis Lapshinov |
SLAVA |
Creative Director |
| Sasha Cherkashin |
SLAVA |
Copywriter |
| Julia Les |
SLAVA |
Senior Account Manager |
The Campaign
Real heroes and those deserving of gifts usually ask for very little in return if anything at all. So on New Year's Eve we decided to recognize those who seek no rewards. The lighthouse keeper is the perfect representative of the unsung heroes among us.
Creative Execution
The short film was launched at Christmas time, in time for the gifting season. It was placed on YouTube with support from 1 day mast-head on the YouTube main page.
28 300 000 million reach in social media / +145% than planned.
Among males 35-44 a +35% lift
Increase in YouTube channel subscribers 1900%
Number 1 on the YouTube ads leaderboard.
121 900 000 media impressions.
We took a solid but cold brand that traditionally communicates with consumers through 30 second TV commercials and decided to change this habit in order to increase brand loyalty. We chose a short film with a radically different approach to deliver their message in a new and more emotional way. The short film not only broke through advertising clutter but was commented on in the wider media, indicating that we managed to go beyond advertising and into culture.
In order to emotionally connect with consumers it was important to fine tune the brand's message. In Russia, men, over the age of 35 feel under-appreciated, yet they stoically go through life without asking for praise or anything is return for their deeds. Russian men became the focus of our communication so rather than portray the product as a 'prestige' gift as in previous commercials, we show it as the ideal gift for those who truly deserve it. And those who deserve a reward, are those who seek no reward.