M&Ms/MARS: M&M'S IN DA HOUSE

Credits:

Advertising Agency: BBDO MOSCOW, RUSSIA
Date Of 1st Implementation: 01/06/2007
Advertising Agency: TNT-TV, Moscow, RUSSIA

Name Company Position
Denis Yarotsky MARS LLC Marketing Director
Diana Sozinova BBDO Account Manager
Elena Shanovich OJSC TNT Broadcasting Network Art Director
Marina Turova OJSC TNT Broadcasting Network Account Manager
Irina Kiseleva OJSC TNT Broadcasting Network Broadcast Designer
Esmina Kaibhanova OJSC TNT Broadcasting Network Producer
Maksim Juikov OJSC TNT Broadcasting Network Broadcast Designer

Type of Media Date of 1st Implementation Media Placement
TV campaign 1 June-31 December 2007 OJSC TNT Broadcasting Network

Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach.
Animated characters, Red and Yellow M&Ms, appear as the show “DOM-2” contributors.
“DOM-2” is a reality show, whose contributors enter the project to find their true love.
The main goal of the brand in the program is to enhance the brand loyalty of the target audience (16-24) towards M&Ms.

Show how the creative execution enhanced the overall impact of the effort and engaged the consumer.
Every bumper is a mini story, in which the Red and the Yellow characters find themselves in different romantic situations, where they behave just like the “DOM-2” regulars. The style, the music and the graphics are consistent with that of “DOM-2”. Following the main message of the show “Build Your Love”, the two characters cause ripples of fun by trying to build their relationships in the show.

Product Placement highlights the consumer qualities of the product, which the client wants to broadcast to the target audience – “It is cool to eat M&Ms in any company - there will always be enough of them for everyone!” The emotional characteristics are important for the brand –“M&Ms are always there, where there’s laughter, fun, and friends!” The environment for M&Ms’ integration corresponds to the strategy – parties, celebrations, competitions, and fun things in general.

Show how the media idea travelled across different touch points and successfully reached the target audience.
The brand was associated with the project, which is extremely popular with its target audience (share – 18.1%, 2007).
Association with the reality show "DOM-2" characters, who speak directly to the target audience and comment favourably on the project.
Visual demonstration of the consumer qualities of the product and emotional qualities of the brand.
Original, creative and humorous approach.

Show how the execution maximised the value of the investment and generated business results
The brand loyalty of the target audience has increased. The customer was happy with the execution of the task and the results.