Title	WOLD ANIMAL DAY
Brand	MARS PETCARE
Product/Service	PET FOOD
Category	C05. Customer Retail / In-Store Experience
Entrant	UNITE Moscow, RUSSIA
Idea Creation	UNITE Moscow, RUSSIA

Name	Company	Position
Maslova Natalia	Unite	Art Director
Olga Matveeva	Unite	General Director
Rybinskaya Evgenia	Unite	Account Director
YANA ZHUKOVA	Unite	Account Manager

The Campaign

Creative slogan of a campaign that has united all the activities within the framework of the holiday 'The Animals Day’ was “Smiles for solicitous masters”. The communication delivered perfectly the project mission (to create a holiday for the household pets) and company Mars’s mission (responsible possession of pets): one may and must congratulate a pet, with a feed that suits it perfectly, and a pet will return thanks to a solicitous master in the form of joy and devotion.

Campaign Success

To implement the large-scale project (over 2,000 trade outlets in 350 cities of Russia), the tailored-made campaigns have been carried out with each of the retailers, that’s is, all the campaigns have been customized and the buyer of shop “Okay” won’t find the same things that he/she will find in hypermarket Metro. We relied not just upon the consumers of feeds and the brands of Mars but rather were guided by the buyers of the concrete networks. The hypermarket: the campaigns with the discount coupons were supported by the interactive screens installation with the function of snap printing of pictures The neighborhood shop: drawing of lottery by sms and lottery Online shop: gaming and gift for purchase

Describe the success of the promotion with both client and consumer including some quantifiable results

• Increase of the buyers amount of the finished feeds category for cats – the penetration growth +2.9 percentage points at the national level for the period from September to November as compared to the similar period of the past year. •?Increase of the buyers amount of the brand Whiskas in Moscow and Saint Petersburg: - For the period from September to November vs. the last year +2.2 percentage points - For the period from September to November vs. from June to August +1.8 percentage points • The market share growth in October (vs. September): All the brands of Mars Petcare +1.2 percentage points at the national level. Whiskas Pouch +6.9 percentage points, Pedigree Pouch +3.1 percentage points in the channel of the hypermarkets. •?Increase of the category recognizability at a shop – placement of the thousands of the additional points of sale on the displays or pallets.

Explain why the method of promotion was most relevant to the product or service

Within the framework of the campaign of the brands of Mars Petcare company, a large-scale promo campaign throughout the entire Russia has been carried out that has the wide coverage and the result which has told positively on the results of the brand sales.In 2016, Mars Pet Care reminded all the masters of the Animals Day and made it a true holiday in Russia. It was important for Mars not only to tell the consumers about the holiday but also to attract their attention to the company products and to the holiday at shops throughout the entire country.

Cross communication between the channels has become the communications strategy: it was important to “capture” a person in all the channels possible, whether it is a hypermarket he/she visits once a month, a neighborhood shop visited by him/her every day or an online shop. The communications were chosen according to two criteria: increase of the sales – trade channels — and construction of the brand’s emotional bond with the holiday – social networks, TV.