Kraft Case study PICNIC HIGH FIVE TOUR by Pichesky Orange

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Industry Chocolate, Bars
Media Case study
Market Russia
Agency Pichesky Orange
Creative Director Yan Oskin
Art Director Konstantin Obukhov
Copywriter Kirill Kostikov
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: KRAFT FOODS
Product/Service: CHOCOLATE BAR
Date of First Appearance: Oct 10 2010
Entry URL:
Creative Director: Yan Oskin (Pichesky / Orange)
Art Director: Konstantin Obukhov (Pichesky / Orange)
Technical Director: Ivan Elizarov (Pichesky / Orange)
Flash Programmer: Andrew Kulyashov (Pichesky / Orange)
Motion Designer: Dmitry Slavolubov (Pichesky / Orange)
Manager: Ksenja Podolskaya (Pichesky / Orange)
PR Manager: Asya Ibragimova (Pichesky / Orange)
PHP Programmer: Sergey Ladygin (Pichesky / Orange)
Copywriter: Kirill Kostikov (Pichesky / Orange)
Media placement: Banner Campaign - - 04.10.2010
Media placement: Banner Campaign - - 04.10.2010
Media placement: Social Media -,, - 04.10.2010
Media placement: Radio - Local City Radio Stations (Europa+, Etc.) - 15.10.2010

Describe the campaign/entry
Objective: to create a new image of the brand that instantly lifts your mood and creates a link: Picnic = good mood.
TA: young dwellers of Russian cities (100 000+ population), 16-25 y.o.

Russia occupies 108th place in the Happy Planet Index (2010), happiness is at a deficit in our country. So, we needed a solution that would brighten up the situation countrywide.

Our idea was to create an associative relation: Picnic = good mood = HIGH-FIVE (we wanted the gesture to be associated with the brand). The main objective of the campaign was to give high-fives to as many people as possible.

To fulfill the objective we decided to launch a High Five Tour that would consist of a team of 4 good mood ambassadors who had to invite people from the street to create spontaneous flash-mobs giving eachother high fives.

Young people eagerly joined flash-mobs giving high-fives from one to another in all 18 visited cities.

Describe how the campaign/entry was launched across each channel in the order of implementation
Channels by stages:
1. Teaser:
- Viral on-line reel that showed the wrong ways of giving high-fives in society in a humorous way.
- Teaser social media brand group that supported a viral reel theme.

2. High Five Tour launch:
- High Five Tour off-line. A team of 4 good mood ambassadors who travelled 9000km across 18 cities creating high-five flash-mobs and uploading new flash-mob video to the site every day;
- Website. Complete recreation of the journey in 3D on-line. Everybody could join the Picnic High Five movement and follow the High Five team. The site featured a high five counter, user generated advice, team blog, game, etc.
- Banner campaign.
- Social media. Live tour news on Twitter, discussions on Facebook and flash-mob videos on YouTube.

3. Final video:
- Compilation of the best moments from flash-mobs that was seeded online and appreciated by the viewers.

Give some idea of how successful this campaign/entry was with both client and consumer
- 5000+ spontaneous flash-mobs participants.
- 800 000 site visits.
- 1 000 000 flash-mobs' video views on-line.
- 20 000+ user generated advice on how to lift your mood instantly.
- Picnic's market share growth was 7,6%in 2010.
- It was decided to launch the High Five Tour every year.

Client's opinion on the project:
"When we were planning activities for the autumn on the web we initially didn't want to launch a standard promo-site that would only mark our presence in digital. We aspired for a campaign that would effectively connect on-line with off-line channels, that would bring us closer to our audience and communicate with them. Now we can say that with the help of this project our aspirations came true and we lifted the mood of the whole country!"