Title	PS4GOOD
Brand	SONY
Product/Service	SONY PLAYSTATION 4
Category	I03. Single Market Campaign
Entrant	TUTKOVBUDKOV Volgograd, RUSSIA
Idea Creation	TUTKOVBUDKOV Volgograd, RUSSIA
Production	TUTKOVBUDKOV Volgograd, RUSSIA

Name	Company	Position
Dimtry Kostuchenko	TUTKOVBUDKOV	Art Director
Dmitry Tutkov	TUTKOVBUDKOV	Chief Creative Officer
Sergey Polyakov	TUTKOVBUDKOV	Account Director
Oleg Barinboim	TUTKOVBUDKOV	Creative Director
Sevda Jalal	TUTKOVBUDKOV	Agency Producer

Background

With no additional budget allocated, the goal was to use modest resources for maximum impact on Russian social media scene in terms of brand awareness and social good.

Describe the strategy

‘Sonya Graffiti’ is a national phenomenon in Russia characterised by ‘thank you’ messages that men leave on the walls in cities to celebrate women for giving birth to their sons and daughters. These graffitis have become so widespread that authorities have nearly given up trying to fight the trend. Most of them bear the name ‘Sonya’, short for Sofia, which is one of the most popular baby names in Russia. Incidentally, Sonya is also a popular slang term for the Sony PlayStation in the Russian language. Seeing a connection between the Baby Name, Graffiti, and the Brand, Sony decided to launch digital version of the graffitis as GIPHY Stickers in Instagram Stories so that anyone could find them in their Instagram app cameras, take pictures or videos and apply the stickers to any wall in Russia. Most of the stickers were designed to mimic the style of the actual graffiti.

Describe the execution

On International Women's Day, March 8, 2019, a series of 27 multilingual stickers became available in Instagram Stories, searchable under 'thanks' and 'spasibo', the latter meaning 'thank-you' in Russian. Anyone could find them in their Instagram app cameras so that anyone could take pictures or videos and apply the stickers to any wall in Russia. 16 of the 27 stickers were designed specifically to mimic the style and grammar of the actual graffiti that men leave in the street and on the walls of Russian cities. The rest were given to the international team of designers to interpret the notion of gratitude and celebration of women in different contexts and cultures, hence the additional versions of the stickers in Japanese, Korean, and Chinese. The stickers are hosted on GIPHY at http://giphy.com/playstationru

List the results

On International Women's Day, March 8, 2019, a series of 27 multilingual stickers became available in Instagram Stories, searchable under 'thanks' and 'spasibo', the latter meaning 'thank-you' in Russian. The stickers are hosted on GIPHY at http://giphy.com/playstationru Over 100 publications in mass media. Massive buzz on social networks. Total reach: 32 million people. Since the day of the launch, the virtual graffiti have been used over 15,000,000 times, and we estimate that we've saved about 15,000,000 million walls in the process.

Please tell us how you designed / adapted your campaign for the single country / region / market where it aired.

‘Sonya Graffiti’ is a national phenomenon in Russia characterised by ‘thank you’ messages that men leave on the walls in cities to celebrate women for giving birth to their sons and daughters. These graffitis have become so widespread that authorities have nearly given up trying to fight the trend. Most of them bear the name ‘Sonya’, short for Sofia, which is one of the most popular baby names in Russia. Incidentally, Sonya is also a popular slang term for the Sony PlayStation in the Russian language. Seeing a connection between the Baby Name, Graffiti, and the Brand, Sony decided to help move the beautiful tradition to the digital world, and at the same time, help prevent vandalism in the country.